Abstract:

This paper introduces and reviews the concept of consumer cognitive styles as a new basis for segmenting markets. Using empirical data from members of the National Family Opinion Mail Panel, the authors show that consumers varying in cognitive differentiation and tolerance of ambiguity exhibit marked differences in their life styles i.e. in their interests, attitudes, opinions as well as media habits and preferred activities. These findings have significant implications for theoretical and applied research on consumer behavioural and cognitive differences.