Details

Autor(en) / Beteiligte

• Ford, John B.
• LaTour, Michael S.
• Henthorne, Tony L.

Titel

Perception of Marital Roles in Purchase Decision Processes: A Cross-Cultural Study

Ist Teil von

• Journal of the Academy of Marketing Science, 1995-03, Vol.23 (2), p.120-131

Ort / Verlag

Thousand Oaks, CA: Sage Publications

Erscheinungsjahr

1995

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the final decision) and culture (People`s Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical implications are presented with suggestions for future research.