Este estudo analisou a aplicabilidade da escala CSI do perfil dos consumidores no estilo da tomada de decisão no Brasil. A pesquisa teve inÃcio com a crença de que os estilos de tomada de decisões, muito como personalidade, são susceptÃveis de ser em grande parte, independente da cultura e descritivo
de uma orientação pessoal. O método utilizado foi um survey com 394 alunos de três universidades. Os resultados mostram a existência de oito fatores estruturais e o estudo conclui que a escala CSI é adequada para ser utilizada no Brasil.
This study examined the cross-cultural applicability of CSI scale for profi ling consumers’ decision-making style in Brazil. The investigation began with the belief that decision-making styles, much like personality traits, are likely to be largely independent of the culture and descriptive of a personal orientation. The method used was a survey, where a total of 394 observations were possible, using three universities and a faculty as application place. The results show that the eight factors structure exists i.e. Perfectionism or High-Quality; Brand Consciousness; Novelty-Fashion Consciousness; Recreational and Hedonistic Shopping Consciousness; Price and Value for Money Shopping Consciousness; Impulsiveness, Careless Consumer Orientation; Confusion from over Choice of Brands, Stores and Consumer Information; and Habitual, Brand-Loyal Orientation. The study concludes that the scale, taking as overall, is suitable to be used in Brazil.
