Gender differences in German consumer decision‐making styles

Abstract Males and females want different products and they are likely to have different ways of thinking about obtaining these. This study furthers an understanding of how gender affects consumers' approaches to decision making. The research used Sproles and Kendall's (1986) consumer styles inventory (CSI) on a sample of 358 German males and females. Although all seven German decision‐making characteristics found in a previous German study could be confirmed for females, only four could be confirmed for males, raising the question of whether the CSI is equally valid for both genders. Tentative support was found for five new male factors, namely satisfying, enjoyment‐variety seeking, fashion‐sale seeking, time restricted and economy seeking. The results imply that the CSI has construct validity for females, but appears to be less valid for males. Copyright © 2004 Henry Stewart Publications.