Abstract
This article deals with antecedents of attitude toward sales in the clothing industry, and its behavioral consequences. After developing a measure of attitude toward sales and of its antecedents, we conducted several studies to test our conceptual framework. The results suggest that although most costs and benefits have the same impact on attitude for men and women, there are some differences concerning certain antecedents (ability to buy goods at lower prices, to buy more, doubts concerning product quality, and the need to be different). In addition, we also find differences in terms of patronage, purchasing behavior and social interactions during the sales period. Finally, we describe managerial implications and outline avenues for future research.
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