Fashion Information Seeking by Younger and Older Consumers

Abstract

The study examined the frequency use of media by younger (college students) and older consumers (65 and over) for both sexes. The Total Design Method (TDM) of Dillman (1978) was used to conduct the research. Nine hundred and fifty older adults and 750 younger consumers participated in the study. Samples were selected from the list of registered voters and the residence hall directory, respectively. Adoption and diffusion of innovations guided the theoretical framework. Descriptive statistics, factor analysis, and t-tests were used to analyze the data. The findings revealed that younger consumers used media more frequently than older consumers and that females used media more often than did their male counterparts. Most commonly used sources of fashion information were identified for both younger and older consumers. Future implications for retailers and consumers were discussed.