Dimensions of Marital Roles in Consumer Decision Making
Open Access
- 1 May 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (2) , 168-177
- https://doi.org/10.1177/002224377000700203
Abstract
Researchers often make oversimplified assumptions about the structure of husband-wife roles in consumer decisions and the sufficiency of responses from one spouse. Questions about the dimensionality of decision roles and the extent of role consensus are considered using data reported by husbands and wives on relative influence in automobile and furniture purchase decisions.Keywords
This publication has 2 references indexed in Scilit:
- Husband and Wife Perceptions of Family Power StructureMarriage and Family Living, 1962
- Dominance and the Working WifeSocial Forces, 1958