Educationists and researchers who consider the use of the learning style concept to address individual differences in learning are often daunted by the multitude of definitions, models, and instruments. It is difficult to make an informed choice. The confusion with cognitive style, a term often used as a synonym, makes it even more complicated. Reviews of the literature give some direction, but there are a number of arguments why the available reviews raise new problems. In this paper, citation analysis is presented as a technique to develop an alternative organisation of the learning style and cognitive style literature. Application of this technique results in a review that clarifies dominant theoretical orientations in the literature, is helpful to identify the relative impact of different orientations, and helps to illuminate their interrelationships. As such, this alternative review of the literature can serve as a roadmap for novices to the styles field.