Contextualizing consumer shyness in apparel retailing: scale validation and implications for decision-making styles

Purpose This study investigates the role of consumer shyness in apparel retailing by validating and contextualizing an existing consumer shyness scale within a setting characterized by high levels of social visibility and interpersonal interaction. It further examines how consumer shyness and extroversion influence consumer decision-making styles. Design/methodology/approach A multi-phase research design was employed. The consumer shyness construct was examined within the apparel retail context using qualitative and quantitative procedures. Established scales measuring consumer shyness, extroversion and decision-making styles were applied to two independent samples (NA = 928 and NB = 827). Structural equation modelling was used to compare models based on general shyness and context-specific consumer shyness. Findings Consumers with higher levels of consumer shyness tend to exhibit stronger brand and price consciousness, as well as greater confusion from overchoice, while showing lower tendencies toward hedonic shopping. A significant negative relationship between extroversion and consumer shyness was also confirmed. The findings indicate that context-specific consumer shyness provides stronger explanatory power for consumer decision-making styles than general shyness constructs. Research limitations/implications The study was conducted in Turkey, which may limit generalizability across cultural contexts. Future research should validate the consumer shyness construct in different cultural and retail settings. Practical implications Apparel retailers can use insights on consumer shyness to design low-pressure shopping environments, reduce social interaction barriers, and tailor communication strategies. These adjustments can facilitate decision-making processes and improve the shopping experience for highly consumer-shy individuals. Originality/value This study contributes to the literature by contextualizing consumer shyness within apparel retailing and providing empirical validation using new data. By linking consumer shyness to decision-making styles, the study offers a more nuanced and behaviourally grounded understanding of how personality-related traits operate in retail environments.