Task 2 Additonal book reading/Bibliography (SO FAR)

• Marie Costantino- 1998- Fashion marketing and PR- china- BT Batsford LTD

Page 22- The consumer-understanding consumers and their buying behaviour draws heavily on psychology, sociology, and anthropology, as well as cultural history.
Page 29-psychograhpy and Motivation –In addition to demographic data, fashion marketers also make substantial use of psychographic data-information on people’s attitudes, values and beliefs as they affect behaviour.
Page 30-Abraham Maslow, whose theory states that people have a hierarchal pyramid of needs.
At the top of Maslow’s pyramid of needs is the need for self-actualization –better understood as ‘the need to be your own person’ often called the ‘I did it my own way ‘syndrome, the need to recognize and accept ourselves as we are, to have our own standards and to live up to them can be seen in the ‘creative’ dresser who has fulfilled all the other needs and has the skill and self-confidence to make their own fashion statements or in the ‘consumer with a conscience’.

Page 32 –another area of consumer personality study concentrates in the analysis of ‘self-concept’. For fashion marketer this approach seems to offer promise, since clothing is itself the most visible way in which we express ourselves. The area of ‘self-concept’ includes
-The self image –how we see ourselves
- The ideal self image –how we think other people see us.
- The social self image-how we think other people see us
-The ideal social self image-how we would like other people to see us.

It could be argued that when we shop for clothing we are ‘rational’ and when we shop for fashion we are ‘emotional;

·         Kate Haycock -1994-Dealing with eating disorders-East sussex-wayland

Page 7-‘anorexia is often seen as the slimmer’s disease-a diet that gone too far.However, the true cause of the disease is often due to psychological problems’.
Page 9-‘Society places a great value on being slim, this encourages women to diet and weight watch’.
Teenagers, especially girls tend to worry about their weight.
Page 11-‘pressue to be slim’, Anorexia is also agonizing common among people whose jobs is to be fit, slim and beautiful, such as models, athletes and ballet dancers. They become so obsessed with the need to be a certain shape fir their career. That they develop a distorted relationship with food. 
Self image is central to the problems of eating disorders. Along with the rest of society many young people fell that the way they look is important for being accepted and liked. They feel that if they can look right everything else will be alright too. Being a certain size or weight can thus very quickly become an obsession. They see it as the key to sorting out all the confusion they feel. this can lead to a preoccupation will eating and food.
Many young people have a very distorted picture of themselves. They look in the mirror and think they are ugly, fat, and spotty when in reality they look fine and are no different to anyone else.
Page 30-In the west, the opposite is now true. We have more then enough to eat. But it is slenderness that is attractive. Women who keep their figures are admired, even if this involves a great deal of unhappiness and deprivation.  
In the media being slim especially for women, is part of being attractive, successful, happy, popular, sexy, and fashionable and in control of you life. We are bombarded on a daily basis with images of slim models and actresses.
Page 31-Millions of people go on diets many because they are influenced by society’s message that if they can only shed that extra few kilograms they will be more attractive, sexy, popular and successful.
Page 32-the pressure on women in particular, to be slim can lead to a distorted view of their body image.
Page 40-such a shape has become fashionable, but only thirty years ago people considered Marylyn Monroe one of the most beautiful women ever and a symbol of the ‘female ideal’ Monroe however had a voluptuous ,curvy body and wore size 16 dresses, it just shows how quickly the ideal shape can change.

In the late 1950's and early 1960's,actress Marylin Monroe's curvy,size 16 figure was considered the height of fashion.
The mid to late 1960’s saw twiggy’s waif like size 8 figure take control of the fashion world. It is impossible for all women to be societies’ ideal shape’.

 ·         Caroline Warbrick-2002-Eting disorders-Britain

Page 24-Thin is good-Besides bombarding us with powerful and often conducting messages about food. The media also sends out strong messages about how people should look. In the media being slim is seen as part of being happy, attractive, successful, popular and fashionable.
Television, magazines and cinema all send out the messages that fat is bad, thin is good, this affects the way that people come to think about themselves and others.