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    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.

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    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: 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


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