Crosscultural differences in consumer decisionmaking styles

This article compares consumer decisionmaking styles between Singaporeans and Australians. Utilising Hofstede’s framework, the paper argues that cultural dimensions influence consumer decision making styles. It is essential that managers understand crosscultural consumer decisionmaking styles to make strategic decisions or effectively handle members of these nationalities. Marked differences were found between the two populations for: brand consciousness, innovativeness and overchoice confusion. The results suggest that some consumer decisionmaking styles differ due to consumers’ cultural values. Managerial implications and future research directions are discussed.