AbstractsPsychology

Apparel shopping orientation studies usually focus on categorizing shoppers into different segments based on individuals characteristics. This study presents changes in college students apparel shopping orientation, which result from experienced and anticipated life events and lead to store and brand preference changes in retail patronage context. Graduation serves as a milestone of life event leading to role transition in a college students life. The experienced and anticipated life events around graduation create new consumption needs that demand readjustment. Graduating college students are likely to change their store and brand preferences since they attempt to change their apparel shopping orientation due to role transition from a student to an employee. A research framework was developed based on review of literature on life event and retail patronage followed by hypotheses development. An online survey was administered to graduating students identified from a major university in southern state the United States. Empirical studies provide evidence to support research hypotheses. The research findings showed that all identified six dimensions of apparel shopping orientations had significant influence on changes in patronage preferences, both in store and brand preferences. Theoretical and practical implications were provided. Recommendations for future research are also discussed.