Validation of Consumer Styles Inventory for consumer decision making styles

Abstract

The Consumer Styles Inventory (CSI) developed by Sproles and Kendall, Journal of Consumer Affairs, 1986, 20: 267-279, is one of the most widely used instruments to classify consumers by their decision making styles. With changes in consumption culture attributable to the coexistence of global and local consumer culture in the past few decades, it is essential to reaffirm that the CSI measurement instrument is valid for contemporary consumers and can be applied in various contexts. This study, therefore, aimed to present a set of CSI validation procedures using contemporaneous participants and targeting two groups of participants in the United States. Two sets of exploratory factor analysis using the main data set (n = 390) were performed and confirmatory factor analysis was applied to the main data set and the cross-validation data set (n = 172). Results from both the exploratory factor and confirmatory factor analyses seem to validate the eight underlying consumer characteristics of CSI.

Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

“…Over the time, this measurement instrument has fetched significant research attention, and there are several investigations based on this inventory in measuring context-specific and/or culturespecific differences (Helmi, Komaladewi, Sarasi, & Yolanda, 2023;Ma & Hahn, 2022). The instrument ranging back to several years is required to be tested for its validity in current contexts, and therefore recently, Eom, Youn, and Lee (2020) tested the inventory on two different groups of participants in the US, and reaffirmed its applicability and validity for studying decision-making styles of contemporary customers. Consequently, the significant studies in this direction (Islam & Chandrasekaran, 2020;Tarnanidis et al, 2015) establish CSI as a robust instrument to measure consumer decision-making styles in various contexts.…”

“…Also, there is a paucity of research on how different genders behave while making their purchase decisions based on different decision-making styles they carry. In addition, vast majority of relevant literature is focused on studies in developed countries (Eom et al, 2020;Nayeem & Casidy, 2015;Tarnanidis et al, 2015), where a little research has worked upon understanding the phenomena in emerging economies, despite the significant difference of population composition and consumer behavior in these nations (Ra skovi c et al, 2020). Sproles and Kendall (1986) has propounded eight consumer characteristics based on decision-making styles, i.e.…”

“…Five variables namely, brand consciousness, fashion consciousness, quality consciousness, price consciousness, and confused by over-choice (the state of being in confusion due to many options in hand) are considered as the constructs that can influence consumer purchase decision-making taking into consideration the unique consumer characteristics of Pakistani consumers and also based on the expert's opinion at the stage of designing of the questionnaire for the current research. The use of this scale has been recommended by several scholars in the literature (Prakash, Singh, & Yadav, 2018), for instance, recent research conducted by Eom et al (2020) has validated the use of the CSI scale to understand consumer decision-making behavior. They suggest CSI as a relevant tool to capture consumer decision-making behavior and to develop suitable marketing strategies.…”

Online shopping orientations of Latino millennial generational cohorts

“…Recently, Eom et al (2020) applied exploratory and confirmatory factor analysis to reconfirm the eight decision‐making styles of CSI. The eight decision making styles which are frequently used to measure shopping orientations include: quality consciousness, brand consciousness, fashion consciousness, hedonistic consciousness, price consciousness, impulsiveness, confused by over choice, and brand loyalty.…”

Identifikasi Gaya Pengambilan Keputusan Mahasiswa sebagai Konsumen Coffeeshop

“…Penelitian mengenai gaya pengambilan keputusan konsumen telah dilakukan di berbagai negara, beberapa diantaranya seperti: Iran (Azizi & Makizadeh, 2012; Mohsenin, Sharifsamet, Esfidani, & Skoufa, 2018 ), Korea Selatan (Seo & Moon, 2016), Tiongkok (Wang, He, & Chen, 2014), India (Lysonski & Durvasula, 2013; Tanksale, Neelam, & Venkatachalam, 2014), Suriah (Ramadan, 2016), dan Amerika Serikat (Eom, Youn, & Lee, 2020). Gaya pengambilan keputusan konsumen pun telah diteliti di Indonesia (Yulianto & Dharmawan, 2018;Tresia & Sokang, 2019).…”