A Methodology for Profiling Consumers' Decision‐Making Styles

A Methodology for Profiling Consumers' Decision‐Making Styles Consumers use a variety of decision‐making styles. This paper conceptualizes eight basic characteristics of these styles and develops a Consumer Styles Inventory to measure them empirically. Factor analysis of the Consumer Styles Inventory validates these eight consumer characteristics. A valid and reliable method for presenting a Profile of Consumer Style, based on measures of the eight style characteristics, is described. Unique findings of the research are discussed, and applications of the Consumer Styles Inventory in consumer education, consumer research, and family financial counseling are suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Affairs Wiley

A Methodology for Profiling Consumers' Decision‐Making Styles

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Publisher
Wiley
Copyright
Copyright © 1986 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0022-0078
eISSN
1745-6606
DOI
10.1111/j.1745-6606.1986.tb00382.x
Publisher site
See Article on Publisher Site

Abstract

Consumers use a variety of decision‐making styles. This paper conceptualizes eight basic characteristics of these styles and develops a Consumer Styles Inventory to measure them empirically. Factor analysis of the Consumer Styles Inventory validates these eight consumer characteristics. A valid and reliable method for presenting a Profile of Consumer Style, based on measures of the eight style characteristics, is described. Unique findings of the research are discussed, and applications of the Consumer Styles Inventory in consumer education, consumer research, and family financial counseling are suggested.

Journal

Journal of Consumer AffairsWiley

Published: Dec 1, 1986

References

  • Conceptualization and Measurement of Optimal Consumer Decision‐Making
    Sproles, Sproles

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