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Argues that profiling consumer decision‐making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such profiles has been problematic. Reports the application of an instrument known as the consumer style inventory (CSI) to measure these profiles for samples of consumers from Greece, India, New Zealand and the USA. Indicates, from the results, that the instrument seems more applicable to higher income countries than to developing ones. Discusses implications regarding use of the instrument and cross‐cultural issues.
Lysonski et al. (Sun,) studied this question.