Understanding toward Mobile Phone Case Evaluative Criteria among U.S. Millennials
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Personality and other personal traits play a critical role in major selection for college students. Studies have found that student’s pattern of interests and individual personality were very strong predictors of a student’s major choice (Allen & Robbins, 2008). Based on past research, it seems that college major choice can be a valuable factor to be studied to understand contemporary millennial consumers. One of the distinctive characteristics of Millennials is their early and frequent exposure to technology (Bolton et al., 2013). Millennials are also known for their powerful aggregate spending and heavy usage of mobile devices and services. Therefore, the purpose of this study is to investigate the influence of personal traits of college students with different majors on the selection of a mobile phone case based on certain attribute.