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This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.

Consumer decision-making is part of the purchase process. Therefore, as a relevant element for the evaluation of the purchase process, it is essential to have valid, reliable and culturally relevant measurements. For that reason, in this study the development and validation of the Purchases Decision-Making Inventory (PDMI) are presented. The general sample consisted of 518 Mexican participants, which were randomly divided into two groups, 300 for exploratory analysis, and 218 for confirmatory analysis. The results show that PDMI evaluated from its general components of emotional and reasoned decisions in purchases, present high internal consistency. The confirmatory factor analysis shows a good fit to dimensions extracted from the exploratory analyses. In terms of convergent, divergent, and discriminant validity, relations according to the nomological network were found, and the factors showed independency. Finally, from the confirmed structures of the inventory, spending per week was modelled, finding that emotional decisions turned out to be a positive significant predictor. PDMI is an evaluation tool with cultural relevance and appropriate psychometric indexes that can be used to integrate into consumer behavior models. Resumen La toma de decisiones del consumidor es parte del proceso de compra. Por tanto, al ser un elemento relevante para la evaluación del proceso de compra, es esencial contar con mediciones válidas, confiables y culturalmente relevantes. Por esta razón, en este artículo se presenta el desarrollo y validación del inventario de toma de decisiones de compras (ITDC). La muestra general estuvo conformada por 518 participantes mexicanos, la cual se dividió aleatoriamente en dos, 300 para análisis exploratorios y 218 para análisis confirmatorios. Los resultados muestran que el ITDC, evaluado a partir de sus componentes generales de decisiones emocionales y razonadas en las compras, presenta altos índices de consistencia interna. El análisis factorial confirmatorio muestra buen ajuste a las dimensiones extraídas en los análisis exploratorios. En términos de validez convergente, divergente y discriminante, se encontraron relaciones según la red nomológica, y los factores mostraron independencia. Por último, a partir de las estructuras confirmadas del inventario, se modeló el gasto por semana. Encontrando que las decisiones emocionales resultan ser un predictor significativo positivo. ITDC es una herramienta de evaluación con relevancia cultural e índices psicométricos apropiados, que se pueden utilizar para integrar en modelos de comportamiento del consumidor.