nsumer would be changing with the times.
Another aspect of the consumer's behavior vis a vis the popular culture is the shift in perception and psychology that emerges as a result of changing attitudes, education, information, and the like that surface in the course of cultural development. This was shown in a 1985 study that measured consumer "involvement" with the buying process. The study found that those of the sample most involved in the process were women with children, moderate income, and at least some college education (Slama and Tashchian, 1985). Meanwhile, Prescott (1983) notes the presence of male models in ads for consumer products such as coffee and microwave ovens, attributing changes in marketing direction to the fact that traditional gender roles in households have changed so that married men are increasingly involved in work done only by women. What she calls the "new marketing," geared to the service needs of such household males, is directed chiefly to well educated, fairly well heeled men under 35. What such studies show is that involvement correlates positively with financ
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