Income is an important variable in how people spend money as well as how they decide on what to buy. Consumer Styles Inventory (CSI) is a questionnaire that measure people’s orientations on how they shop on eight different levels. This study looked at how personal income relates to people’s responses to the CSI as well as how orientations relate towards online spending in regard to online shopping. I hypothesized that income is positively correlated with the CSI orientations brand consciousness, brand loyalty, fashion conscious, impulsiveness and that value orientation is negatively correlated with income. I also hypothesized that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping and impulsiveness orientations are all positively correlated for amount spent on online shopping and value conscious being negatively correlated with value consciousness. I found that there was a positive correlation with income and brand consciousness and fashion consciousness. I also found that perfectionism, brand consciousness, hedonistic, habitual or brand loyalty, confusion, impulsive and fashion orientations were all positively correlated with amount spend online, and value conscious orientation was negatively correlated with the amount spent online. Results show that there is an impact of income on how people generally decide what to buy.


Neuhoff, John




CSI/ Consumer Decision Making, Income

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



© Copyright 2017 Andrew R. Merriam