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Structural equation modeling (LISREL 8) was used to test the causal relationships between tourist travel motivations (travel activities and tourist demographics) and souvenir consumption (souvenir products, product attributes, and store attributes). A survey containing Likert-type scales was used in collecting data from 398 tourists who had traveled to Arizona, Colorado, New Mexico, and Utah. Using factor analysis, dimensions were identified for scales used in the study: souvenir products, product attributes, store attributes, and travel activities. Results indicated that the travel activities of tourists had positive correlations with souvenir consumption, while tourist demographics had no correlation. Thus, retailers who can identify the travel activities of their tourist customer should do so to provide a better souvenir product mix with appealing attributes sold in an appealing environment. By using identified travel activities, retailers can partner with lodging facilities, restaurants, and tourism boards to encourage positive shopping experiences for the tourist.

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Ethnic diversity is a major trend in the Unite d States with Asian Americans constituting a rapidly growing percentage of the population. Consequently, acculturation among Asian-Americans is an important issue since ethnic diversity both offers cultural richness and contributes to challenges for educational systems, public health services, and entities c oncerned with consumer practices. The S uinn-Lew Asian Self-Identity Acculturation (SL-ASIA) Scale was tested with a non-student, random sample (N = 124) comprised of Chinese-and F ilipino-Americans aged 18 and ov er who lived in San Francisco. Resulting data confirmed results of a n initial study of the SL-ASIA; the test scores resulted in acceptable reliability measures and the instrum ent contains items which are promising for a ccurate measurement of accult uration level among Asian-American populations.

The Sproles Consumer Interest and Priorities questionnaire was administered to the 3,036 members of Home Economists in Business (HEIB) in order to test the hypotheses that the data would reveal: (1) significant correlations between fashion awareness and clothing economic practices, and (2) identifiable con sumer profiles, concerning economic attitudes and activities, applicable to in dividuals exhibiting either high or low fashion awareness. Positive correlations were observed between fashion awareness responses and the concepts that: (1) clothing quality is more important than price, (2) shopping for clothing is a plea surable activity, and (3) much time is devoted to shopping for clothing. Signifi cant differences were observed between persons exhibiting either high or low fashion awareness in the degree to which: (1) shopping for clothing was per ceived as a pleasurable activity, (2) time was devoted to shopping for clothing, (3) clothing was purchased on impulse, and (4) the monetary aspects of clothing were emphasized.