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Consumer Decision‐Making Styles: Comparison Between United States and Korean Young Consumers
Author(s) -
HAFSTROM JEANNE L.,
CHAE JUNG SOOK,
CHUNG YOUNG SOOK
Publication year - 1992
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1992.tb00020.x
Subject(s) - generality , psychology , marketing , scale (ratio) , reliability (semiconductor) , consumer behaviour , advertising , social psychology , business , geography , power (physics) , physics , cartography , quantum mechanics , psychotherapist
The purpose is to identify decision‐making styles of young consumers in Korea and to find if these styles are similar to those of U.S. young consumers. An instrument, based on previous research in the United States, was administered to 310 college students in Korea. Data are factor analyzed and alpha coefficients are computed for scale reliability. Findings indicate the generality of some consumer decision‐making styles. Similarities and differences between cultures are discussed, and implications are provided.