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The distribution of influence in purchase decisions by male homosexual couples
Author(s) -
Schneider Helmut,
Schönenberg Ines,
Ferié Frederik
Publication year - 2013
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1432
Subject(s) - affect (linguistics) , extant taxon , context (archaeology) , distribution (mathematics) , psychology , social psychology , marketing , business , mathematical analysis , mathematics , communication , biology , paleontology , evolutionary biology
ABSTRACT The purchase decisions of families are of great interest to marketing researchers, yet families also have become increasingly multi‐faceted, especially in Western societies, where non‐traditional families are far more prevalent and evident in public and business life than they once were. Even as it attempts to adapt to some changes, marketing has not kept up with every development; homosexual couples in particular remain poorly researched. This article therefore examines which factors affect the distribution of influence between partners in male homosexual, long‐term relationships when they make purchase decisions. In line with some extant predictions, male homosexual families tend to use highly egalitarian processes to make purchase decisions. Sex‐role orientation generally does not significantly affect the distribution of influence. In contrast with prior work, this study also shows that a partner's resources affect his relative influence. The investigation demonstrates that some conflict resolution styles employed by partners have significant effects on influence distribution in the context of purchase decisions by male homosexual couples. By providing insights into the purchase decision‐making of male homosexual couples, this research broadens the understanding of homosexual consumers in general. Moreover, the findings about the effect of conflict resolution styles on the influence distribution in male homosexual couples adds significantly to consumer research. Copyright © 2013 John Wiley & Sons, Ltd.