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A Methodology for Profiling Consumers' Decision‐Making Styles

GEORGE B. SPROTLES · Elizabeth L. Kendall

1,182 citations0/0 files storedJournal of Consumer Affairs

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

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.

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References

1979An Information Processing Theory of Consumer Choice 1978Brand Loyalty: Measurement and Management 1985A motivation-based shopper typology.

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