The purpose of the paper is to define Iranian consumers' decision making styles.
A quantitative, non‐experimental, and descriptive‐analytic survey design was used in this study. The questionnaire statements were adapted from the instrument used by Sproles and Kendall. Like the study of Sproles and Kendall, the sample under consideration was made up of students. A convenience sample was drawn from students of two large universities (Tehran University and Azad University). A total of 650 questionnaires were distributed, and 600 of them were returned.
The results identified seven decision‐making styles: perfectionism consciousness, novelty and fashion consciousness, recreational and hedonistic consciousness, confused by over choice, impulsiveness and carelessness, price and value consciousness, and brand loyalty.
The limitation is that the sample used in this study was chosen from university students that may have resulted in sampling biases.
Considering previous studies showing that researchers have selected different populations and found different results. Also, it must be stressed that there is no research investigating Iranian consumer's decision making styles. Thus, this study added new empirical findings to the current body of knowledge through new evidences and also demonstrated new decision making style.