This study identified and compared factors that directly and indirectly influenced face mask‐wearing in the United States and South Korea during the COVID‐19 pandemic by applying the theory of reasoned action. The overall levels of attitudes and future mask‐wearing behavioral intention were lower for United States than Korean participants ( N US = 150 and N South Korea = 150). Differences between the groups were noted in the impact of norms and background characteristics on attitudes and behavioral intention. Messages communicating the importance of wearing masks should be tailored to different cultures. Americans should be encouraged to try wearing masks on their own while Koreans should hear about the social benefits of mask‐wearing.

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Despite the importance of the baby boomer generation, there is relatively scarce research focused on that consumer group. Based on the framework of product experience, this study explores the experiences of older baby boomers associated with consumer-clothing attachment. The interpretive approach utilized in-depth interviews with 18 older baby boomers born between 1946 and 1955 to enquire about their experiences with attached clothing. Participants were asked to bring to the interview photographs of the clothing they had become more attached to. Findings indicate that the experiences of older baby boomers with attached clothing are mainly created, developed, and maintained via all three dimensions of product experience; aesthetic properties of the product, positive emotions triggered by the product, and the symbolic and instrumental meanings associated with the product. However, the aesthetic properties and positive emotions related to those products were bound to its assigned meanings. Meaning varied and was classified as associations with: identity or the belief that the object is a self-extension; memories or the connection with the past; social standing or sense of status; and strong associations with utility. For all participants, the stronger the experience of meaning with a specific product, the stronger the level of attachment towards that product. This qualitative investigation extends the understanding of the framework of product experience and the concept of consumer-clothing attachment. Contributions offer opportunities to marketers and designers who seek to better understand the experiences behind baby boomers’ clothing attachment.

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Graduates of apparel programmes are entering a workforce that requires the use of emerging technologies that are relevant to performing job requirements. Among apparel companies, virtual technologies are increasingly being used in the product development process. Virtual technologies are also becoming important in higher education, as programmes seek to incorporate them into the teaching and learning environment. The two-fold purpose of this study was to develop an approach to teaching virtual technology that is apparel industry-specific, and to evaluate outcomes using a framework of learner-centered curriculum design combined with Kirkpatrick's [(1994). Evaluating training programs. San Francisco, CA: Berrett-Koehler] training evaluation model. A mixedmethods research design was employed, beginning with a presentation to students followed by two weeks of in-class training. Assessment of outcomes was conducted via pre-and post-test comparisons and in-depth interviews. Results indicated improvement in students' attitudes toward the technology and skills important to using it. Findings contribute to the growing literature on teaching virtual technology.