Consumer Decision‐Making Styles: Comparison Between United States and Korean Young Consumers

The purpose is to identify decision‐making styles of young consumers in Korea and to find if these styles are similar to those of U.S. young consumers. An instrument, based on previous research in the United States, was administered to 310 college students in Korea. Data are factor analyzed and alpha coefficients are computed for scale reliability. Findings indicate the generality of some consumer decision‐making styles. Similarities and...