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:

  1. How would be internal and external search processes become part of the selection of lingerie for women in various stages of life?
  2. 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.
  3. Apply the concepts of evoked sets, multiattribute analysis, and affect referral to this changing world of lingerie marketing.
  4. 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?

About Dr. Donald Baack

Co-author of textbook.

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