Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall's (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision-making groups, namely:``recreational quality seekers'',``recreational discount seekers'',``trend setting loyals'',``shopping and fashion uninterested'' and`c onfused time/money conserving''. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -As social theorists propose that there has been an intensification of social and commercial pressures on men to become fashion consumers, this paper sets out to examine the proposition by investigating fashion consciousness of Generation Y male consumers. Design/methodology/approach -Data were gathered from a survey of 346 male respondents aged between 18-25 who completed a fashion consciousness questionnaire, which was then factor-analysed. Findings -Relatively high levels of fashion consciousness were found, but not necessarily fashion adoption. Factor analysis showed that men view fashion in highly simplistic terms and there is still a strong "anti-fashion" dimension to the average young male consumer. Research limitations/implications -Drawing on the fields of psychology and sociology, it is argued that "anti-fashion" fashion consumption creates the distinction necessary for men to create a defensible masculine practice. Practical implications -The "anti-fashion" motivation is of interest to marketers and provides a basis for planning retailing and branding approaches. The key to fashion marketing for men would be to show how clothing could overcome some of these fears, e.g. not earning or achieving enough. Originality/value -Being such a nascent potential market segment, there are no empirical studies that specifically focus on male Generation Ys.

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This is the accepted version of the paper.This version of the publication may differ from the final published version. Article Title; How message framing affects consumer attitudes in food crises. Permanent repository link Structured AbstractPurpose; This study explores the relationship between consumer risk perceptions and behaviour when information about food risks is framed in a positive or negative way.Design/methodology/approach; Using food consumption scenarios in an on-line experiment consumers perceived risk and risk tolerance is examined when messages are framed in three different news-type stories.Findings; As anticipated, message framing emerged as a significant predictor of perceived risk and the higher an individual's self-reported tolerance of risk, the more risk they were willing to accept.Research limitations/implications; The use of hypothetical scenarios and relatively small convenience sample size could be improved by further research.Practical implications; Through simple adjustments to wording, food crises of confidence may be reduced and the implications for communication management strategies are discussed.Originality/value; Originality stems from being one of the first papers to use Framing and Prospect Theory in a food crisis situation, in which both risk and framing are operationalised in different ways and the risk was not specified by the researcher. Also, unlike previous research identical numerical facts were framed in a positive, negative or neutral light by changing the wording.