Recent reporting suggests that many women have evolved in their perspectives regarding undergarments. The result has been a shift in the marketplace, with new entries, differing products, and more diverse marketing communication messaging.
Resources:
Discussion Questions:
- How would be internal and external search processes become part of the selection of lingerie for women in various stages of life?
- Describe how a person’s level of motivation and its three components (level of involvement; need for cognition; level of enthusiasm for shopping) would be related to the Lonely and Thinx reviews.
- Apply the concepts of evoked sets, multiattribute analysis, and affect referral to this changing world of lingerie marketing.
- How would an evolving set of purchase criteria affect the marketing messages transmitted by industry leaders, such as Victoria’s Secret, in response to these new forms of competition?
Clow/Baack 