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Intergenerational perceptions of market cues among US apparel consumers

Marguerite Moore (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA)
Jason M. Carpenter (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 11 July 2008




This paper aims to examine differences in generational perceptions of market cues related to price, quality and shopping enjoyment in the apparel retailing context.


A cross‐section of US apparel consumers (n=342) constitutes the sample for the study. Analysis of variance and multiple comparisons are used to investigate differences in market cue perception among US generational cohorts.


Results indicate significant differences in the cohorts in terms of their perception of quality related to country‐of‐origin, price consciousness, prestige sensitivity and shopping enjoyment.

Research limitations/implications

The results should not be extrapolated to markets outside of the USA. Further, the sample characteristics should be considered for interpretation and application of the results for US markets.

Practical implications

The findings related to the market cues provide both operational and strategic direction for apparel marketers and retailers in terms of country‐of‐origin quality, pricing policy and managerial efforts to control the shopping experience.


The research expands upon the general research into US generational cohorts and consumer behavior by incorporating the entire social cycle within a single study: millennials, the thirteenth generation, the baby boomers and the silent generation.



Moore, M. and Carpenter, J.M. (2008), "Intergenerational perceptions of market cues among US apparel consumers", Journal of Fashion Marketing and Management, Vol. 12 No. 3, pp. 323-337.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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