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)

Full text not currently available from Enlighten.


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.
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 (Online):1472-1376
Published Online:06 October 2010

University Staff: Request a correction | Enlighten Editors: Update this record