The diffusion of fashion innovations among U.S. college students

Date of publication: December 4, 1974


Improved knowledge of the characteristics of consumer change agents, opinion leaders and innovators, can provide the fashion marketer with an informed basis for tactical and strategic decision-making. The research project reported in this article focuses upon an empirical determination of the characteristics of innovators and opinion leaders in the fashion diffusion process.

Steven A. Baumgarten


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