Torn between socially‐mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of Communism, fashion, led by Western brands, quickly conquered consumers, while local manufacturers started to offer quality goods. Exposure to Western brands and advertising affected consumer values: former collectivist values are gradually being replaced by individualism. These changes are occurring at different rates and vary in different market segments. Under these conditions, a study was conducted in Bulgaria, Hungary and Romania, comparing respondents on two dimensions of style: fashion‐consciousness (capturing individualism) and dress‐conformity (capturing collectivism). The findings support the hypothesis that fashion consciousness is highest for Westernized Hungarian respondents, who have the highest income and can afford fashionable clothing. Dress conformity was highest for Bulgarian respondents, who had setbacks in adopting a market economy and are less Westernized. The findings support demographic differences predictions: younger individuals are more fashion conscious than older individuals, whereas dress conformity is higher for older than for younger individuals. Finally, men are more fashion conscious than women. The findings on gender differences in dress conformity are mixed. Marketing implications of these findings and future research directions are discussed.

The financial market offers an intricate laboratory for the study of consumer behavior. One area that has received little attention in the finance literature and that could benefit from insights from consumer behavior research is the relationship between gender and consumer investment preferences and practices. The primary goal of the present study is to explore the influence of consumers' gender on their investment behavior. The study examines the investment strategies of male and female investors using psychometric measures and self‐reporting of investment behavior.

Colleges6 groups of 12 hooded rats, half male and half female, were run in a straight alley on thirst motivation, shook motivation, or on successive combinations of these conditions, and were then extinguished, half on thirst drive and half not on thirst drive. Extinction data tended to indicate incomplete summation in transferring from shock to thirst or from thirst to shock. Transfer data did not differentiate between groups trained on or transferred to shock but did differentiate between those trained on or transferred to thirst. Ss transferred from shock to thirst training evidenced a general inhibition of running speed which was maintained throughout transfer trials.

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