A Methodology for Profiling Consumers' Decision-Making Styles
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...
Paper Details
Title
A Methodology for Profiling Consumers' Decision-Making Styles
Published Date
Dec 1, 1986
Journal
Volume
20
Issue
2
Pages
267 - 279
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