Keyword

Consumer Alienation, Consumer Decision-Making Styles, Consumer Behavior, Consumer Characteristics Approach, Retailing

Abstract

By understanding the relationship between consumer decision-making style and consumer alienation, insight can be gained into consumers and the manifestations of their wants and needs, especially as it concerns discretionary purchases (which comprise most purchases). Individuals possessing differing consumer decision-making styles are hypothesized to possess differing degrees of alienation from the marketplace. The results support several of the hypotheses. The relationships, however, appear to be more complex than hypothesized. The implications for retailers are discussed.


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