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A comparative examination of consumer decision styles in Austria
Sinkovics, Rudolf R; Leelapanyalert, Kannika 'Mink; Yamin, Mo
Journal of Marketing Management. 2010;26(11):1021-1039.
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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 (<i>n</i> = 225) representative of the general population. Results indicate that some dimensions seem to be universal, while national idiosyncrasies emerged as well.
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