European Journal of Marketing
Argues that profiling consumer decision-making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such profiles has been problematic. Reports the application of an instrument known as the consumer style inventory (CSI) to measure these profiles for samples of consumers from Greece, India, New Zealand and the USA. Indicates, from the results, that the instrument seems more applicable to higher income countries than to developing ones. Discusses implications regarding use of the instrument and cross-cultural issues.
Lysonski, Steven; Durvasula, Srinivas; and Zotos, Yorgos, "Consumer Decision Making Styles: A Multi-Country Investigation" (1996). Marketing Faculty Research and Publications. 81.
Accepted version. European Journal of Marketing, Vol. 30, No. 12 (1996): 10-21. DOI. This article is © Emerald Group Publishing and permission has been granted for this version to appear in e-Publications@Marquette. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.