Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, designs suggested to date mainly replicate original study by Sproles and Kendall (1986) proposing eight mental characteristics, Inventory (CSI). The aims develop this approach further apply CSI different product involvement (e.g., high low) compare relationship between consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory confirmatory factor analysis was conducted adapted for low purchases. generalisability tested within context. Results found significant differences two categories demonstrated products CDMS that are governed consumers’ perceived involvement. Furthermore, can still be valuable measure purchases; however, it is questionable requires modification in relation For instance, addition new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with scale would help understand effectively. findings will expand scientific literature CDMS. Knowing Australians ‘rational’ ‘quality conscious’ buyers, managers employ analyse needs segmented marketing messages strategies.