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)
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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 |
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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 |
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