Hill and perkins’s11 model of boredom appears to offer some insight into the influence of boredom on fashion consumer behaviour. Both the cognitive components (e.g. Internal stimulation) and affective components (e.g. External stimulation, constraint) of boredom differentiated among consumer groups. Differentiating among consumer groups based on a tendency toward experiencing boredom is important given the positive or negative outcomes predicted to result from boredom, for example, pursuit or avoidance of shopping. Shopping may serve as an activity to prevent the onset of boredom or to alleviate boredom. Fashion change agents may be motivated to go shopping for new items because they slacks are cognitively aware that there is nothing more to be explored or discovered with items in their current wardrobe (i.e. Items are no longer affectively stimulating). Alternatively, boredom is probably not a new enthusiasm with regard to vogue admirers to go buying. Style admirers could possibly be content with current items mainly because nothing is they are cognitively conscious of which might be dived around as well as learned with fresh things. One particular concern for stores is to capture this awareness of way fans. One challenge for retailers is to capture the attention of fashion followers. In addition to offering an explanation for how both the cognitive and affective elements of boredom are likely to influence fashion consumers, hill and perkins’s11 model of boredom seems to imply that boredom is triggered by cognitive acknowledgement of a situation followed by an emotional evaluation, the affective element. Three types of situational outcomes recognized in the model are associated with different degrees of emotional investment in the situation. One particular situational end result is actually characterised since interesting. Searching for fresh fashions is definitely task which includes intrinsic awareness for casual dress style change agencies. With regard to style supporters, shopping for intriguing task may require a merchandise type precisely as it pertains to involvement from a preferred task for example sporting activities, reading, or even gonna concerts. Retailers who successfully appeal to these consumers may need to emphasize the activity first and the product second, for example, health clubs that sell an assortment of athletic shoes and exercise wear. However, product assortments must be arranged for ease of shopping, with minimal time spent by the consumer in finding the desired merchandise.37 one assumption to avoid is that fashion followers always find shopping an unsatisfying activity. Focus groups comprised of fashion followers might provide insight into the conditions under which they find shopping satisfying. The second situational outcome is characterized as disliked. A low degree of frustration occurs, presumably because no emotional investment was made.