EXPLORING THE RELATIONSHIP OF FIRST-YEAR, FIRST- SEMESTER COLLEGE STUDENTS ’ MIND STYLES AND THEIR CONSUMER DECISION-MAKING STYLES

The relationship between first-year, first-semester college students ’ mind styles and their consumer decision-making styles was investigated at a southeastern comprehensive public university. A significant relationship was found between the self-reported, dominant Gregorc mind style scores and one consumer decision-making style. Two instruments were administered: the Gregorc Style Delineator ™ and the Consumer Styles Inventory. Although the results did not support multiple consumer decision-making styles as detected in earlier research (Sproles & Kendall, 1986, Sproles & Sproles, 1990), an exploratory factor analysis revealed one, overall consumer decision-making style, Recreational/Hedonistic, which suggested that these students tend to primarily shop to gain pleasure from the shopping experience. Decision making involves a process of cognitive learning. Learning is a continuous process and decision making is conducted at all stages of life. Appropriate decision making involves logical steps: determining the problem, considering multiple alternatives, and choosing the best alternative based on the particular situation (Deacon & Firebaugh, 1975; Goldsmith, 1996). More importantly, learning is a function of the decision-making proces