Studied 600 British consumers to determine the role of uncommitted purchasing power. Results indicate clothing consumption tends to be age oriented rather than class oriented. Fashion behavior among the young is determined by the excitement motive while older women are more economical. (JAC)

Used classical conditioning theory of learning to predict attitudes of junior high students toward spending for designer jeans. Found that students were likely to say that in comparison to the nondesigner jeans, they would spend more for the designer jeans, select them more often as gifts, and purchase them more often for themselves. (Author/ABB)