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German Consumer Decision‐Making Styles
Author(s) -
WALSH GIANFRANCO,
MITCHELL VINCENTWAYNE,
HENNIGTHURAU THORSTEN
Publication year - 2001
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.1745-6606.2001.tb00103.x
Subject(s) - generalizability theory , hedonism , german , novelty , psychology , marketing , recreation , perfectionism (psychology) , variety (cybernetics) , consciousness , loyalty , consumer behaviour , advertising , pleasure , value (mathematics) , brand loyalty , consumer research , social psychology , business , political science , developmental psychology , archaeology , artificial intelligence , neuroscience , machine learning , computer science , law , history
The lack of previous relevant consumer research in Germany, together with the need to test the generalizability of consumer decision‐making styles in different countries and with non‐student samples, prompted an investigation of German shoppers. The original U.S. eight‐factor model could not be confirmed completely, but support was found for six factors: Brand Consciousness, Perfectionism, Recreational/Hedonism, Confused by Overchoice, Impulsiveness , and Novelty‐Fashion Consciousness. Variety Seeking was novel to Germany and replaced brand loyalty and price‐value consciousness factors found in previous countries. Explanations for the differences are discussed as well as the marketing implications.