The role of individualism and collectivism in low involvement purchase decisions

Tahmid Nayeem, Riza Casidy

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


This study investigates the relationship between individualism-collectivism and consumer decision-making styles applied to low involvement product purchases. An adapted version of the widely used Consumer Styles Inventory (Sproles & Kendall, 1986) was used to measure consumer decision-making styles. Based on a sample of 207 respondents from individualist and collectivist backgrounds, exploratory and confirmatory factor analysis were conducted on Sproles and Kendalls (1986) CSI adapted for low involvement purchases. Results showed that collectivist consumers scored significantly higher than individualist consumers on ‘confused by overchoice’, ‘rational buyer’, and ‘recreation-conscious’ decision-making styles. There were no differences in the ‘perfectionist’, ‘high quality conscious’, ‘brand conscious’, ‘careless-impulsive’, ‘habitual/brand loyal’, and ‘innovation conscious’ decisionmaking styles between these two groups.
Original languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationSharing the Cup of Knowledge
Place of PublicationBrisbane
PublisherAustralian & New Zealand Marketing Academy
Number of pages7
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2012 - Hilton Hotel, Adelaide, Australia
Duration: 03 Dec 201205 Dec 2012


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleSharing the Cup of Knowledge


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