Permanent link: http://hdl.handle.net/1959.3/240205
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- Title
- The role of culture in low involvement purchase decisions
- Author(s)
- Nayeem, Tahmid; Casidy, Riza
- Abstract
- This study investigates the relationship between individualism-collectivism and consumer decision-making styles applied to low involvement product purchases. An adapted version of the widely used Consumer Styles Inventory (Sproles and Kendall, 1986) was used to measure consumer decision-making styles. Based on a sample of 207 respondents from individualist and collectivist backgrounds, exploratory and confirmatory factor analysis were conducted on Sproles and Kendalls (1986) CSI adapted for low involvement purchases. Results showed that collectivist consumers scored significantly higher than individualist consumers on ‘confused by overchoice’, ‘rational buyer’, and ‘recreation-conscious’ decision-making styles. There were no differences in the ‘perfectionist’, ‘high quality conscious’, ‘brand conscious’, ‘careless-impulsive’, ‘habitual/brand loyal’, and ‘innovation conscious’ decisionmaking styles between these two groups.
- Publication Type
- Conference paper
- Research Centre
- Swinburne University of Technology
- Source
- Proceedings of 'Sharing the cup of knowledge', the 2012 Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, South Australia, Australia, 03-05 December 2012
- Publication Year
- 2012
- Keyword(s)
- Collectivism; Consumer decision making; Culture; Individualism
- Publisher
- Australian and New Zealand Marketing Academy and Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University
- Publisher URL
- http://anzmac.info/conference/anzmac-2012-proceedings/
- Copyright
- Copyright © 2012 the authors. The published version is reproduced in accordance with the copyright policy of the publisher.
- ISBN
- 9780646563305
- Full Text
- Peer Reviewed
