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| Author: | Mitchell, V.W. Walsh, G. |
| Title: | Gender differences in German consumer decision-making styles |
| Journal: | Journal of Consumer Behaviour
2004 : JUN, VOL. 3:4, p. 331-346 |
| Index terms: | Consumer behaviour Decision making Product preference Sex |
| Freeterms: | Gender differences |
| Language: | eng |
| Abstract: | The article examines the understanding of how gender affects consumersÂ’ approaches to decision making. Males and females want different products and are likely to have different ways of thinking about obtaining these. When doing a study using the consumer styles inventory method (CSI) the researchers could raise the question of whether the CSI is equally valid for both genders. The results implied that the CSI has construct validity for females, but appears to be less valid foe males. |
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