The Decision-Making Process on Argentinian. Validation of Consumer Styles Inventory

PRADO-GASCÓ, VICENTE; QUATTROCCHI, PAULA; UNGARETTI JOAQUÍN

Estambul

Congreso; 12th European Congress of Psychology; 2011

One of the main objectives of consumer psychology is the intervention on consumer behavior, among which are the orientations of purchase. With the aim of operationalize these orientations in different consumer styles, Sproles and Kendall developed the Consumer Style Inventory (CSI). The aim of this study was to validate the CSI to the Argentine context in order to assess the consumer styles of the students at the University of Buenos Aires. The data was collected from a sample of 283 col-lege students from UBA and a non-probabilistic, incidental, clustered by sex sampling was used. An adapted version to the Argentinean context of the Consumer Style Inventory was administered, composed of 40 items and eight dimensions with a five-point Likert response format depending on the degree of agreement or disagreement. The results indicate that CSI has a 16 items structure, grouped into 5 factors representing a fitted model to our context and replicates, at least partially, the factor structure of the original version of the instrument.