Feminine Role Perception and Family Purchasing Decisions
Open Access
- 1 August 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (3) , 325-332
- https://doi.org/10.1177/002224377501200309
Abstract
The changing role of women in U.S. society will be manifested in several aspects of male-female behavior. This study compares family decision-making patterns under different conditions of female role perception. The findings suggest differences between contemporary and traditional families, particularly within age and income categories.Keywords
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