Research on consumer decision-making styles (CDMS) is popular in emerging economies. Despite empirical evidence supporting the role of gender in influencing these styles, researchers have measured CDMS using a common scale. To address this concern, the study developed gender-specific scales for...

The purpose of this paper is to determine the consumer decision making styles of Indian teenagers by testing the validity and reliability of revised Sproles and Kendall's Consumer style inventory scale. Applying multistage cluster sampling responses of 1216 students of 13 to 18 years of age...