How they shop ?

Consumers make numerous product decisions every day. This decision-making process depends on the information processing style employed. A key factor here is the complexity of a consumer's cognitive structures (i.e., the sophistication of the structures used to organize information). Although this construct, cognitive complexity, holds much promise for consumer behaviour, The generalizable component of cognitive complexity indicates that these knowledge structures are transferable across related product categories. As such, cognitive complexity is likely to impact consumer processing of product information

For example the relationship between consumers' decision-making styles and their choice between domestic and imported brand clothing. Based on Cognitive structures the multivariate analysis of variance and discriminate  results can show  that seven decision-making styles together with other consumer behavioural characteristics can be used to distinguish and profile consumers who prefer to buy domestic, imported or both types of clothing. consumers who prefer to buy imported brand clothing tend to have a unique lifestyle and shopping orientation that differ from those who prefer domestic brand clothing.