Sandra Forsythe, Ph.D.
	Wrangler Professor and Coordinator of Apparel Merchandising 364 Spidle Hall Auburn University Auburn, AL 36849 Tel (334) 844-6458 Fax (334) 844-1340 forsysa@auburn.edu Ph.D., University of Tenessee, 1981

Interests

     Research interests focus on consumer behavior and market research, specifically Internet shopping behavior, brand image and product perceptions (particularly among apparel shoppers), web site design and functionality, and adoption of the Internet for product search and purchase. Teaching includes retail management, internship supervision, research methods, and directing graduate research.

Selected Publications

Kim, J. and Forsythe, S. (2002). Cross-Cultural Consumer Values, Needs and Purchase Behavior. The Journal of Consumer Marketing. (In press)

Forsythe, S. and Shi, B. (2002). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research (in press).

Forsythe, S., Kim, J. & Petee, T. (1999). Product Cue Usage in Two Asian Markets: A Cross-Cultural Comparison. Asian Pacific Journal of Management,16, 275-292.

Forsythe, S. and Shi, B. (2000). Internet Consumers’ Risk Perception and Online Behavior, Proceedings, International Textile and Apparel Association (ITAA). Cincinnati, Ohio.

Forsythe, S. and Chun, L. (2000). Exploring Gender Differences in Online Behavior. Proceedings, International Textile and Apparel Association (ITAA). Cincinnati, Ohio.

Kim, J. & Forsythe, S. (1997). Effect of Brand Name on Product Perceptions in Asian Markets. Proceedings, Annual Meeting of the International Textile and Apparel Association (ITAA), p. 24, Knoxville, TN.

Forsythe, S.M., Wilson, K. , & Presley, A.B. (1996). Dimensions of Apparel Quality Influencing Consumers’ Perceptions. Perceptual and Motor Skills, 83, 299-305.

Forsythe, S.M., & Bailey, A. (1996). Shopping enjoyment, perceived time poverty & time spent shopping. Clothing & Textile Research Journal, 14, 185-191.

Forsythe, S. (1995). Consumers' use of brand name, price and physical appearance: Examining retail markets in Mexico. Journal of Shopping Center Research, 2 (2), 83-112.

Selected Research Projects

Forsythe, S., Kim, J., Petee, T. (2002 - 2005). Modeling Consumer Adoption Behavior in Online Environments, National Textile Center, US Department of Commerce.

A three year project to develop and test a model to explain and predict adoption of online consumer search and purchase behaviors based on a utility maximization framework and consumer adoption theory. Motivations (perceived advantage or benefits) derived from search and/or purchase online and costs (in terms of physical and/or psychological effort input) associated with online search/purchase will be studied. The resulting model will expand our fundamental knowledge of consumer behavior in online environments by providing a better understanding of the motives and costs that evoke adoption of the Internet for product information search and purchase.

Forsythe, S., Kim, J., Petee, T., Dozier, G., & Chapman, L. (1998-2001). Building Global Textile and Apparel Brand Image Strategies: A Cross-National Model, National Textile Center, US Department of Commerce.

This three year research project had two objectives: 1) to empirically compare the ability of artificial neural networks (ANN) and traditional statistical models to forecast the impact of apparel attributes on consumers’ perceptions of quality and value and purchase intentions and 2) to examine the potential effectiveness of the Internet as a strategic tool to enhance global brand images for U.S. apparel products/brands.

Forsythe, S., Cavender, D., Kim, J., Petee, T., & Chapman, L. (1995-1998). Enhancing Demand Responsive Marketing in the U.S. Textile and Apparel Industry: Modeling Cross-National Product Acceptance in International Markets, National Textile Center, U.S. Department of Commerce.

The goal of this three-year project was to enhance industry responsiveness to consumer demand in international markets by providing a framework that may be used to facilitate cross-national acceptance of U.S. textile and apparel products. This research tested the conceptual model of U.S. apparel product/brand acceptance in international markets and identified product and marketing strategies likely to maximize the success of U.S. textile and apparel firms in diverse international markets.

Dissertations and Theses Directed

Ahmed, Samah. M.S. (2001). The Impact of Branded Product Attributes on Value Perceptions and Intentions-to-Buy Active Wear.

Li, Xue. M.S. (2001). Building Brand Loyalty through Consumers' Perceived Value.

Shi, Bo. M.S. (2000). Internet Consumers’ Risk Perceptions and Online Behavior.

Batey, Dorothy. M.S. (2000). The Effect of Cue Utilization on Purchase Intention for Apparel Products.

Dunn, Nancy Louise O'Toole. M.S. (1996). A Comparison of U.S. and Mexican Female Consumer's Perceptions of Product Quality.

Valencia, Maria. M.S. (1994). The Effect of Intrinsic Attributes, Brand Name, and Price on Apparel Product Evaluation of Mexican Female Shoppers.

Wilson, Karen E. M.S. (1993). Consumer Perceptions of Apparel Quality.

Courses Taught

CAHS 3850 Merchandise Planning and Control

CAHS 4850/7850 Fashion Merchandising and Retail Management

CAHS 7050 Research Methods in Consumer and Textile Sciences (team taught)

CAHS 7670 Clothing and Behavior

CAHS 7900 Independent Study -- Consumer Perceptions

CAHS 7900 Independent Study -- Brand and Store Image

CAHS 7900 Independent Study -- Internet Marketing/Internet Consumer Behavior

CAHS 7900 Independent Study -- Online Shopping and Perceived Risk

CAHS 7950 Seminar: Current Issues in Retail Marketing

CAHS 7960 Directed Readings in Consumer Behavior in International Markets

CAHS 7960 Directed Readings in Clothing and Human Behavior

CAHS 7990 Research and Thesis

ITAS 8990 Research and Dissertation

Honors & Awards

Wrangler Professor--Endowed Professorship (1991-present)

Editor, Clothing and Textiles Research Journal (1996-2000)

Associate Editor, Clothing and Textiles Research Journal (1992-1994)

Kappa Omicron Nu National Honor Society

Phi Beta Delta Honor Society for International Scholars

Vice President, American Collegiate Retailing Association (2002-2004)

Vice President for Development, American Collegiate Retailing Association (1992-1996)

Secretary, American Collegiate Retailing Association (1990-1992)

Junior Faculty Research Award, Miami University (1990)

Alumni Teaching Scholar, Miami University (1988)

Links

http://www.auburn.edu/~forsysa

http://www.auburn.edu/~forsysa/NTC