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Purchasing decisions in non‐traditional households: the case of lesbian couples
Author(s) -
Wilkes Robert E.,
Laverie Debra A.
Publication year - 2007
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.208
Subject(s) - lesbian , extant taxon , exploratory research , purchasing , perception , psychology , social psychology , resource (disambiguation) , equity (law) , sociology , marketing , business , political science , computer network , evolutionary biology , neuroscience , anthropology , computer science , psychoanalysis , law , biology
Extant research on family purchase behavior has focused almost exclusively on heterosexual couples. This exploratory study of non‐traditional households shows that lesbian couples are strongly egalitarian in decision behavior for a wide range of products and services. Perceptions about relative influence of each partner in these dyads are increasingly congruent as the decision process progresses. Findings demonstrate the inapplicability of two concepts long associated with family research, that is, power and relative resource theory, in lesbian couples. Instead, gender dynamics and equity play dominant roles in these relationships. Copyright © 2007 John Wiley & Sons, Ltd.