Consumer Decision‐Making Styles as a Function of Individual Learning Styles

The interrelations between individuals' learning styles and their consumer decision‐making styles are explored. A Secondary Learning Styles Inventory is developed to measure six characteristics of learning, and a Consumer Styles Inventory is developed to measure eight characteristics of consumer decision making. Significant correlations between 21 of the 48 pairs of learning and consumer decision‐making characteristics are found. Implications for the dissemination of consumer education and information are suggested.