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- Title
Dimensions of Marital Roles in Consumer Decision Making.
- Authors
Davis, Harry L.
- 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.
- Subjects
DECISION making; CONSUMER preferences; SPOUSES' legal relationship; PURCHASING; HUSBANDS; HOUSEWIVES as consumers; CONSUMER research; DOMESTIC relations; MARKETING research; DECISION theory
- Publication
Journal of Marketing Research (JMR), 1970, Vol 7, Issue 2, p168
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150105