The value levels of consumer choices and the gender differences

This paper is devoted to the value levels in process of consumer choices. It was found the phenomenon of duplication (reproduction) of the same values at different levels of a hierarchical tree of values of the consumer. This phenomenon is associated with two cognitive styles of decision making: context-sensitive and context-independent styles. The hypothesis that the duplication of the same values at different levels of a hierarchical tree of values can be considered the consumer as a unique strategy for decision-making, which is one of its properties is context-dependent, but on the other - completely context-independent. It was found that duplication of the same values at different levels of a hierarchical tree of values inherent in the consumer, primarily women (with a probability of at least 50%), which in terms of consumer choice looks like an unpredictable, inconsistent, illogical, or as - " Women's logic ".