Allen D. Schaefer

Fashion consciousness of Chinese, Japanese and American teenagers

This study examines fashion consciousness among Chinese, Japanese and US teenagers. The purpose of the study was to examine similarities and differences in attitudes toward fashion across these three markets. The results show that significant differences in fashion consciousness exist between Chinese teens and their Japanese and US counterparts. At the same time, the US and Japanese teens show similarities in their attitudes toward fashion. The findings may support the idea of market differences in fashion consciousness between developed countries and less developed countries. While there are opportunities for fashion merchants to benefit from market similarities, an understanding of the idiosyncrasies underlying motivations of teen fashion in each market is needed.

The Relevance of Authenticity in Personal Selling: Is Genuineness an Asset or Liability?

Salespeople have traditionally been viewed as phony and manipulative. However, the profession is evolving to become more customer-needs focused. This research is developed to evaluate salesperson authenticity and its relationship to performance, professional commitment, and intent to stay in the profession. To date, no reported personal selling research has specifically explored these variables. This research reports results intended to address this void. Implications for personal selling and sales management practice and research are offered.

Information source usage in teen apparel purchases: China, Japan and the United States

Purpose – China, Japan, and the USA represent three of the worlds most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs.Design/methodology/approach – Respondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA.Findings – Chinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons).Practical implications – The findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations.Originality/value – Few, if any, studies have examined differences between Asi...

An Investigation into Teens' Attitudes Towards Fast-Food Brands in General: A Cross-Cultural Analysis

Abstract The global teenager hypothesis suggests that communication technology advances have served to homogenize the values, fashion preferences, and attitudes of the worlds teenagers. This study examines attitudes towards fast-food brands in general among Chinese, Japanese, and American teenagers. The purpose of the study was to examine similarities and differences in such attitudes across these three markets. The results show that significant differences in brand attitudes exist between teens from each of these three nations. This study provides global fast-food managers with unprecedented empirical research concerning the idiosyncrasies underlying teenage fast-food brand attitudes.