A comparative examination of consumer decision styles in Austria
Sinkovics, R.R. and Leelapanyalert, Kannika and Yamin, M. (2010) A comparative examination of consumer decision styles in Austria. Journal of Marketing Management 26 (11-12), pp. 1021-1036. ISSN 0267-257X.
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.
Metadata
| Item Type: | Article |
|---|---|
| Keyword(s) / Subject(s): | consumer decision styles, cross-cultural research, scale development |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Administrator |
| Date Deposited: | 20 Mar 2013 09:27 |
| Last Modified: | 02 Aug 2023 17:02 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/6319 |
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