Submitted by Estagiário SPT BMHS (spt@fgv.br) on 2013-08-01T13:34:41Z No. of bitstreams: 1 Final version - THESIS chan yie leng.doc: 2938368 bytes, checksum: 03942470ec5037197e0ae99a1d62aa45 (MD5) / Approved for entry into archive by Estagiário SPT BMHS (spt@fgv.br) on 2013-08-01T13:35:00Z (GMT) No. of bitstreams: 1 Final version - THESIS chan yie leng.doc: 2938368 bytes, checksum: 03942470ec5037197e0ae99a1d62aa45 (MD5) / Approved for entry into archive by Estagiário SPT BMHS (spt@fgv.br) on 2013-08-01T13:35:09Z (GMT) No. of bitstreams: 1 Final version - THESIS chan yie leng.doc: 2938368 bytes, checksum: 03942470ec5037197e0ae99a1d62aa45 (MD5) / Made available in DSpace on 2013-08-01T13:35:20Z (GMT). No. of bitstreams: 1 Final version - THESIS chan yie leng.doc: 2938368 bytes, checksum: 03942470ec5037197e0ae99a1d62aa45 (MD5) Previous issue date: 2009 / The influence of the national culture on consumer decision-making styles is investigated using a sample of Americans, Brazilians, Chinese, and Japanese consumers who have purchased a cell phone in the past three years. To make the research possible, a survey was used as a method of data collection. It relates Hofstede’s cultural classification typology with Sproles and Kendall’s consumer style inventory (CSI). The multivariate analysis of variance (MANOVA) results indicate six decision-making styles together with other consumer behavioral characteristics that can be used to distinguish and profile consumers who purchase cell phones. Empirical findings reveal that among Americans, Brazilians, and Japanese; Americans are the most quality conscious, brand conscious, innovative, and hedonistic shoppers; Brazilians are the most loyal, and Japanese, the most confused by overchoice consumers. Conceptual contributions and managerial implications are discussed.