A comparative examination of consumer decision styles in Austria
2010 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 26, no 11-12, 1021-1036 p.Article in journal (Refereed) Published
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.
Place, publisher, year, edition, pages
2010. Vol. 26, no 11-12, 1021-1036 p.
consumer decision styles, cross-cultural research, scale development
IdentifiersURN: urn:nbn:se:uu:diva-132291DOI: 10.1080/0267257X.2010.508974OAI: oai:DiVA.org:uu-132291DiVA: diva2:357406