A comparative examination of consumer decision styles in Austria

Sinkovics, R. R. , Leelapanyalert, K. ‘M.’ and Yamin, M. (2010) A comparative examination of consumer decision styles in Austria. Journal of Marketing Management, 26(11-12), pp. 1021-1036. (doi: 10.1080/0267257X.2010.508974)

Abstract

Mental orientations characterising a consumer's approach to making choices – in short, consumer decision styles – have attracted considerable interest from researchers and practitioners for their value in predicting purchasing behaviour. As a result, they play a key role for marketing activities such as market segmentation, positioning, and tailoring marketing strategies. To contribute to an internationally valid and reliable research instrument, this paper tests a well-documented and accepted research instrument, the Consumer Styles Inventory in another country context and, for the first time, with a sample (n = 225) representative of the general population. Results indicate that some dimensions seem to be universal, while national idiosyncrasies emerged as well.

• Item Type: Articles
• Keywords: Decision making, CSI, consumer styles inventory, scale development.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Sinkovics, Professor Rudolf
• Authors: Sinkovics, R. R., Leelapanyalert, K. ‘M.’, and Yamin, M.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Marketing Management
• Publisher: Taylor & Francis
• ISSN: 0267-257X
• ISSN (Online): 1472-1376
• Published Online: 06 October 2010