International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
권호 표지

A Qualitative Assessment of Korean and American Consumers Decision Making Styles

  • Jackson, Vanessa Prier (Dept of Merchandising, Apparel & Textiles, University of Kentucky) ;
  • Kwon, Hyun-Ju (Dept of Merchandising, Apparel & Textiles, University of Kentucky)
  • Published : 2006.06.30
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Abstract

The purpose of this study was to examine the differences in the decision making styles of Korean and American consumers. Focus group interviews were used as the median to collect information related to their methods of approach to a market to buy a universal need such as clothing for personal use. Findings suggest that within each construct, there may be different factors that should be used to measure the decision making styles of Korean and American consumers. It also implies that the previously established Consumer Decision making styles instrument may not be a reliable measure cross-culturally. Recommendations for future research are suggested.

Keywords

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