Abstract
This study was designed to investigate the influence of lifestyle and apparel evaluative criteria on information search in apparel purchasing decisions among non‐employed female consumers. A random sample of non‐employed female consumers (n = 476) was collected via a self‐administered questionnaire mailed across the nation. Principal Components Factor Analysis with Varimax Rotation was used to reduce the number of lifestyle, evaluative criteria, and information search activity items. As a result of Stepwise Multiple Regression Analyses, it was found that relationships existed among evaluative criteria, lifestyle, and informarion search patterns. Search profiles were developed to describe the four consumer information search patterns in terms of their lifestyle and evaluative criteria. Results will benefit consumers, marketers, and legislators because an understanding of consumer information seeking activities is essential in the design of efficient communication among these three groups.
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