Ch. 6 - Consumer Decision Making

 The consumer decision making process begins with a consumer’s recognition of an imbalance between their actual state and a desired state connected to a product that may activate or fulfill their desire. The second stage of consumer decision making, information search, is where Vogue Magazine has become an instrumental, much sought out resource to millions of women all over the world.  Along with the rise of feminism through the 1960s and 70s Vogue played a key role in the empowerment of women by offering them updated regular information to better cultivate an increasingly rich and complex understanding of fashion and feminine self-expression. In this way Vogue has become and still remains today an invaluable reference for the modern woman seeking to develop, cultivate, and express herself confidently through fashion and style. By continuing to provide them with detailed information on and astute criticism regarding fashion, style, and culture, Vogue answers the initial desire many women have for becoming more fashionable, culturally aware, powerful women. 

 Within the scope of information search terminology Vogue Magazine connects specifically with the consumer’s marketing controlled external information search.  By offering consumers regularly updated new outside information Vogue supports an external information search. By presenting and promoting many specific fashion lines, brands and beauty products Vogue propagates a market controlled information source.

 Vogue works hard to extend the consumer’s overall involvement in fashion product research, with focused goals of concrete purchases by consumers of the diverse fashion lines and beauty products that are heavily featured within the magazine both through feature fashion shoots and a high degree of product advertising.  There is also no doubt that Vogue Magazine’s extensive social visibility both in print and online in cities the world over strongly influences overall consumer decision making.