EVALUATING THE PSYCHOMETRIC PROPERTIES OF CONSUMER DECISION-MAKING STYLE INSTRUMENT

Abstract

This study examined the cross-cultural applicability of CSI scale for profi ling consumers’ decision-making style in Brazil. The investigation began with the belief that decision-making styles, much like personality traits, are likely to be largely independent of the culture and descriptive of a personal orientation. The method used was a survey, where a total of 394 observations were possible, using three universities and a faculty as application place. The results show that the eight factors structure exists i.e. Perfectionism or High-Quality; Brand Consciousness; Novelty-Fashion Consciousness; Recreational and Hedonistic Shopping Consciousness; Price and Value for Money Shopping Consciousness; Impulsiveness, Careless Consumer Orientation; Confusion from over Choice of Brands, Stores and Consumer Information; and Habitual, Brand-Loyal Orientation. The study concludes that the scale, taking as overall, is suitable to be used in Brazil.