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- Title
Relative Influence In Purchase Decision Making: Married, Cohabitating, and Homosexual Couples.
- Authors
Reiss, Michelle C.; Webster, Cynthia
- Abstract
The purpose of this paper is to develop the conceptual foundation for investigating the extent to which established relative influence concepts-resource theory, least-interested partner hypothesis, ideology theory, and involvement-explain relative influence of partners in married, cohabitating, lesbian and gay dyads in purchase decisions. Based on the established theories and a review of the consumer behavior, sociological, and psychological literatures, we introduce several propositions regarding relative influence in decision making for both the traditional and less traditional couples. Emphasis is placed on laying the foundation for future research in the relative influence area.
- Subjects
CONSUMER research; PURCHASING -- Social aspects; SOCIAL aspects of decision making; PSYCHOLOGY of couples; INFLUENCE; POWER (Social sciences); ECONOMICS; PSYCHOLOGY
- Publication
Advances in Consumer Research, 1997, Vol 24, Issue 1, p42
- ISSN
0098-9258
- Publication type
Article