And people in pews are fickle consumers, ready to bolt to a competing brand if the current one seems stale or uninspired.

Designers are expected to create at least two collections every year to fulfill the latest desires of fickle consumers.

The Visa shift speaks to the restlessness of large marketers as they seek to reach jaded, fickle consumers in a new media landscape.

Now Mr. Rodkin faces the task of finding ways to please increasingly fickle consumers.

What does a fickle consumer, aged 8 to 15, want now?

Malls have been in decline since their heyday in the 1970's, with fickle consumers spending less time, on average, per shopping trip.

The Chinese company, the nation's largest refrigerator manufacturer, blames fickle consumers for the problems.

"Now, as in the past, this business is subject to the capriciousness of the most fickle consumer: the teenager."

And what the Bush campaign is doing is issuing a variety of invitations to these fickle political consumers.

In recent years, supermarkets have been battered by slow growth, a surfeit of stores, changing demographics and increasingly fickle consumers.