Cross‐Cultural Generalizability of a Scale for Profiling Consumers' Decision‐Making Styles

TLDR

Consumer research models are largely based on U.S. samples, leaving their cross‑cultural applicability uncertain. The study investigates the cross‑cultural applicability of a consumer decision‑making style scale in a New Zealand sample. The authors assessed the scale’s dimensionality and reliability in the New Zealand sample.

Abstract

Most studies that have developed and validated models and instruments in consumer affairs research have used U.S. samples. As a result, their cross‐cultural generalizability remains unknown. This study reports a cross‐cultural examination of a scale for profiling consumers' decision‐making styles using a New Zealand sample. Examination of the scale's psychometric properties (i.e., dimensionality and reliability) offers general support for the scale's applicability to a different culture. Some differences were detected, however. The paper concludes with a discussion of these differences and the implications of the findings.