ESSAYS

For a more in-depth look into research about The Psychology of Fashion, essays have been submitted from Fashion and Psychology scholars.

Cognitive Dissonance And It's Effects on Brand Loyalty

This essay provides a detailed explanation as to how the presence of competing  brands can enhance a consumers experience of brand loyalty.

‘If I’m not in it then I must not be what’s hot’

Understanding The Effects of Racial Representation Within Fashion Media on Ethnic Minority Women

This qualitative study investigated how the underrepresentation of black and ethnic minority models within mainstream fashion media impacts the self-worth of black women. 

Multicultural Marketing And Cultural Impacts on Shopping Habits

One of the main reasons why multicultural marketing campaigns fail is because they view ethnic minorities as a homogenous group. This essay reveals the differences in consumer behaviour between ethnic groupings.

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