The Impact of Decision-Making Styles on Psychological Utility among Nail Art Consumers

This study investigates the influence of nail art consumers’ decision-making styles on psychological utility and seeks to provide foundational insights for developing marketing strategies to further revitalize the nail art industry. A survey was conducted from June 30 to July 15, 2025, targeting women aged 20 to 59 across the nation who had prior experience with nail art. A total of 299 valid responses were used for the final analysis. The findings are as follows: First, consumers’ decision-making styles were found to significantly affect psychological utility, with dependency, deliberation, impulsiveness, intuition, and conformity all exerting meaningful effects. Second, decision-making styles had significant impacts on all psychological utility factors, namely social-relational utility, appearance satisfaction and confidence, and emotional utility. Third, among the decision-making styles, impulsiveness had the greatest influence on social-relational utility while intuition had the strongest effect on appearance satisfaction and confidence. In addition, intuition also showed a significant impact on emotional utility. To inform psychological marketing strategies in the nail art industry. The results confirm that when consumers experience psychological utility, their social relationships, appearance satisfaction, and confidence improve, and they are more likely to engage in positive emotional decision-making.