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Husband‐wife innovative consumer decision making: Exploring the effect of family power
Author(s) -
Burns David J.
Publication year - 1992
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220090302
Subject(s) - wife , psychology , social psychology , power (physics) , virtue , sample (material) , philosophy , chemistry , physics , theology , chromatography , quantum mechanics , political science , law
The study investigates the effect of one component of spousal influence—family power—on the innovative consumer decisions perceived to be made independently by one's mate. Information was gathered via a questionnaire by personally contacting a sample of 71 married couples. The hypothesis tested was that a wife, by virtue of her greater relative exercise of family power, exerts a high degree of influence over the innovative consumer decisions made by her husband. Specifically, it was hypothesized that a wife will have more influence over the choices perceived to be made by her husband than will he. The results supported the hypothesis.