What Makes Women Buy a Guide to Understanding And Influencing the New Woman of

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Essentially sewing is a hobby, not a necessity, with today's women far fewer women are sewing for economic reasons than in the past. Advertising Age reported in a 1956 article by Phyllis Johnson, "Sewing Patterns Guide 38, 000, 000 Women in Do- It- Your self Industry, " that the largest pattern companies felt the following were the reasons behind the increased interest in home sewing: "Women no longer sew to pinch pennies. They sew to get the exact style they want in the exact fabric and color ...they want. And in this do-it-yourself age, they sew because it's a rewarding, creative hobby and they have the leisure to pursue it. " TODAY'S WOMEN'S NATURAL INTERESTS AND ENTHUSIASMS 181 WOMEN SHOW A GROWING ENTHUSIASM FOR COLOR IN EVERY ASPECT OF THEIR LIVES In general, women's interest in and perception of color is greater than men's though color is a valuable attention-getter with both sexes. Psychological tests uniformly find that women are more re- sponsive and sensitive to color than men.

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