MUNCIE, Ind. -- Gimmicky sales tactics, pushy hosts and tacky products are giving way to quality consumer relations in the TV shopping world, say a Ball State University consumer expert.

Amy Harden, assistant professor of family and consumer sciences says there has been a real change in TV shopping in the last five years.

"TV shopping networks used to play heavily on the power of impulse buying among their viewers," Harden said. "TV hosts would toot horns as they pushed shoppers to buy now or risk losing out on a perfect' product never again to be available to the public."

Harden's recent study, "TV Shopping: A Summary of Women's Attitudes Gained Through Focus Group Discussions" in the Journal of Family and Consumer Sciences, focuses on how women's attitudes are changing toward this growing trend in shopping.

"TV shoppers have more control today than they did some 10 years ago. Although TV shopping is still grounded largely in impulse buying, consumer needs have become priority with most shopping networks," Harden said.

Harden's study found distinct attitude differences between younger and older focus group participants.

"Younger women are more apt to make impulse buys," Harden said, "They do not necessarily watch the TV shopping networks on a regular basis, but they might be channel surfing and come across a great gift idea or unique piece of jewelry they'd love to have.

"Older viewers seem to value the entertainment aspect of TV shopping. Some women watch regularly and enjoy learning about  new products."

Harden explained that differences in attitudes may result from younger viewers being busier with children and work, while older viewers may be retired, without family responsibilities.

Younger participants viewed many products as gaudy and cheap. They also felt hosts were snobby and fake. Older participants were more apt to consider the products as unusual and of high quality. They also seemed to enjoy the hosts, finding them informed and friendly.

However, the women in Harden's study did agree on one aspect of TV shopping.

"Just as with any other activity, TV shopping can become a serious addiction for some people," Harden said, "Shoppers can buy a product immediately and never really see the money leave their hands. One can easily charge up hundreds or even thousands of dollars in a day."

She pointed out the social aspect of TV shopping can be even more addicting. Many viewers tune in to watch a favorite host.  Some call in to chat about specific products. Still others find watching fills a social interaction gap in their own lives.

"I don't think we'll ever see an end to traditional' shopping," Harden said. "Going to the mall with friends is an enjoyed leisure activity for many, involving a big emphasis on social interaction.

"But as we continually see the integration of computers and TV technology, I think we'll develop even more personalized and convenient shopping methods for people without them ever having to leave the privacy and comforts of home."