Consumers' decision-making style has been a popular topic among consumer behavior studies (e.g., Bettman, 1979; Westbrook & Black, 1985). To better understand the consumers' decision process and shopping behavior allow advertisers and marketers to adopt appropriate strategies in product positioning and marketing segmentation. Nevertheless, these studies aimed at examining consumers' decision-making styles in general products; and there was no comparison between male and female shopping behaviors. The purpose of this study was to examine and to compare the decision-making styles of college students in purchasing sport products. The measuring instrument was based on the modified version of the 8-factor Consumer Styles Inventory (Sproles & Kendall, 1986) and the Endorsement factor (Brown & Stayman, 1992; McCraken, 1989) since celebrity endorsement has a strong influence on consumers' buying behavior (Brooks & Harris, 1998; McCracken, 1989). Participants (N=372) were college students from a large university in the South. Exploratory factor analysis (EFA) was used to examine the factor structure of the instrument. Based on the alpha extraction and promax rotation of the EFA, nine factors emerged with a total explained variance of 54.22%: Quality, Brand, Fashion, Recreation, Price, Impulsiveness, Confusion, Habit, and Endorsement. Independent samples t-tests revealed that female college students had significantly (p < .05) higher mean scores than male students in the following dimensions: Quality, Brand, and Endorsement. On the contrary, male college students had significantly (p < .05) higher mean scores in Price than their counterparts. This indicated that female college students were more willing to pay more than their male counterparts in purchasing good quality name brand sport products that were endorsed by celebrities. Further, ANOVA analyses revealed that there were significant (p < .05) differences in the mean scores among the different classifications of college students in the following dimensions: Brand, Fashion, and Endorsement. Post hoc multiple comparisons indicated that Freshmen had significantly (p < .05) lower Brand mean scores than Juniors and Seniors; lower Fashion mean scores than Seniors, and lower Endorsement mean scores than Sophomores, Juniors, and Seniors. This indicated that Freshmen were less concerned about brand name, style, and celebrity endorsement than other undergraduate students when purchasing sport products. In conclusion, this study supported a 9-factor model instrument that assessed college students' decision-making styles. This study pioneered in examining gender differences among undergraduates in purchasing sport products and thus provided valuable information for advertisers and marketers in formulating their marketing plans. Keyword(s): marketing/public relations, sport management, sport topics