01/08/1996

Consumer Affairs Researcher Exploring the Mind of Fashion

AUBURN, Ala.- It's been said that clothes make the man, but what makes a man or a woman pick certain styles of clothing?

That's a question being addressed by Michael Solomon, Human Sciences Professor of Consumer Behavior in Auburn University's School of Human Sciences. Solomon, an expert on consumer behavior, came to Auburn in September from Rutgers University. According to the Maryland native, his interest in consumer behavior began while he was earning a bachelor's degree in psychology and sociology from Brandeis University.

"I majored in psychology in college, and was particularly interested in physical attractiveness -- what features make people attractive to others," he said. "While I was in college I worked as a wedding consultant at a formal wear shop and I literally had thousands of occasions to see how clothes changed people's behavior, especially when brides-to-be would drag in reluctant fiances to be fitted for tuxedos."

Solomon said that these future grooms, who often would be slouching and shuffling when they entered the store, would become more formal in their movements and posture the moment they donned a tuxedo.

This experience suggested to Solomon that clothes and other consumer items, including furniture, have a psychological impact on the user as well as the observer. Solomon pursued that theory while earning a masters and the Ph.D. from The University of North Carolina at Chapel Hill in social psychology. His research focused on such issues as dressing for success, lifestyles and products and other consumer attitude issues.

When he completed the Ph.D. in 1981, Solomon took a position at the Graduate School of Business Administration at New York University, where he also served as Associate Director of NYU's Institute of Retail Management. In 1987, Solomon became chairman of the Department of Marketing in the School of Business at Rutgers University in New Jersey, a position he held until he came to Auburn.

At Auburn, Solomon will continue to pursue his interest in consumer behavior by exploring such topics as lifestyle issues, the symbolic aspects of products, the psychology of fashion, decoration and marketing and services marketing.

"My research is at the end of the production pipeline," explained Solomon. Solomon's expertise may help Alabama textile, apparel and furniture manufacturers better understand the needs and tastes of their customers. This information can help manufacturers market existing products and also develop new styles and product lines that fulfill consumer demands.

In particular Solomon's studies, which will be conducted through the Alabama Agricultural Experiment Station, will evaluate the effectiveness of promotional strategies such as the "Made in Alabama" campaign that has been launched by the state's textile and apparel industry. His studies also will look at stereotypes of products and brands, people's willingness or desire to purchase one brand over another and the consumer appeal of natural fiber products produced in Alabama.

Solomon also will be teaching courses in consumer behavior, including a course on how communication and culture affect the acceptance of different consumer items. This course will be offered as a distance education course, available to potential students throughout the state, and will be co-taught with other Consumer Affairs faculty members.

With Solomon's help, Alabama's strong textile and apparel industry may be able to soon flourish even more. And who knows, Alabamians may be heading the best dressed list more and more often.

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News from:

Office of Ag Communications & Marketing

Auburn University College of Agriculture
Alabama Agricultural Experiment Station
3 Comer Hall, Auburn University
Auburn, AL 36849
334-844-4877 (PHONE) 334-844-5892 (FAX)

Contact Jamie Creamer, 334-844-2783 or jcreamer@auburn.edu
Contact Katie Jackson, 334-844-5886 or smithcl@auburn.edu

January 8, 1996