Personal vs. non‐personal sources of information used in the purchase of men’s apparel

Abstract This study identifies and examines the relationship between several segmentation variables and the personal and promotional (non‐personal) cues used in the information‐gathering step of the purchase decision process. In the context of this study, personal cues refer to family members, coworkers and friends. Promotional or non‐personal cues refer to magazine advertisements, television advertisements, store displays and salespersons. Information regarding the use of personal and promotional cues was gathered from a national, random sample of 440 male consumers. The study found that adult male consumers report using promotional cues more frequently than personal information sources.