A re-examination of the factor structure of the CSI within low- and high- involvement contexts

Tahmid Nayeem, Jean Marie Ipsooching, Keo Mony Sok

Research output: Book chapter/Published conference paperConference paperpeer-review


Considerable research on the investigation of Consumer Decision-Making Styles exist, however research designs suggested to date are mainly replications of the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The aim of this research is to apply the CSI to different product involvement (e.g., high and low) and identify relevant factor structure in Australian context. Data were collected from 208 Australian respondents. Exploratory factor analysis (EFA) was conducted on the CSI adapted for high and low involvement purchases. Results found the original CSI can still be a valuable measure in relation to low involvement purchases (e.g., confectionary), however it is questionable for high involvement purchases (e.g., automobiles) and requires further modification. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS and will assist to develop segmented marketing messages and strategies for Australian consumers.
Original languageEnglish
Title of host publicationProceedings of the Australian and New Zealand marketing academy conference (ANZMAC 2016)
Subtitle of host publicationMarketing in a post-disciplinary era
EditorsDavid Fortin, Lucie Ozanne
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages9
ISBN (Electronic)9780473376604
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2016 - University of Canterbury, Christchurch, New Zealand
Duration: 05 Dec 201607 Dec 2016
https://web.archive.org/web/20161017091759/http://www.mang.canterbury.ac.nz/anzmac/ (Archived page)
https://anzmac.wildapricot.org/resources/Pictures/ANZMAC%20proceedings%202016.pdf (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand
OtherMarketing exists in an environment that is constantly evolving. It interfaces with psychology, tourism, management, entrepreneurship, law, economics and other social sciences. Other disciplines like engineering and natural sciences now recognise that business knowledge significantly contributes to the success of new discoveries and innovation. Increasingly, governments and research bodies encourage cross-collaborations between and among scholars in advancing new knowledge to benefit society. ANZMAC 2016 encourages scholars to submit research based on cross disciplinary approaches and will provide a forum where scholars engage in a robust conversation on the cross disciplinary impact of marketing and how marketing should look in this environment.
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