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  • Yamin, Mo, et al. (author)
  • A comparative examination of consumer decision styles in Austria
  • 2010
  • In: Journal of Marketing Management. - 0267-257X .- 1472-1376. ; 26:11-12, s. 1021-1036
  • Journal article (peer-reviewed)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.
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  • Result 1-1 of 1
Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Yamin, Mo (1)
Sinkovics, Rudolf (1)
Leelapanyalert, Kann ... (1)
University
Uppsala University (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2010 (1)

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