The prediction of Consumers Decision Making Styles through Behavioral Activation and Inhibition Systems

Aim: The main aim of this study was to predict consumer's decision-making styles through personality traits.
The Scott and Bruce’s model which includes the rational, intuitive, dependent, and avoidant styles, was used to determine the decision-making styles. The Grey-Wilson model including the behavioral activation, behavioral inhibition, and fight/flight systems was used to determine the personality traits. The study sample included 375 students of Payame Noor University of Qom who were selected using stratified random sampling. Scott and Bruce decision-making styles questionnaire and Gary-Wilson personality questionnaire were completed, and multivariate regression analysis was used to predict the subjects’ decision-making styles.
The results showed that, in addition to a significant relationship between the components of decision-making styles, participants with behavioral activation and fight/flight systems used rational decision-making style, while those with behavioral inhibition system used avoidant and intuitive decision-making styles.