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Consumer decision making and the nature of the product: A comparison of husband and wife adoption process location
Author(s) -
Krampf Robert F.,
Burns David J.,
Rayman Dale M.
Publication year - 1993
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.4220100204
Subject(s) - wife , product (mathematics) , psychology , consumption (sociology) , social psychology , decision process , process (computing) , decision making , marketing , business , sociology , computer science , mathematics , law , political science , process management , social science , geometry , purchasing , operating system
Many studies investigating consumer decision making have implicitly assumed that one individual in a family (most often the wife) makes all of the consumption choices for the family. This study investigated and compared the independent responses of husbands and wives concerning their adoption process location for a series of products. Significant response discrepancies were observed, primarily for products for which the adoption decision likely involves lower levels of involvement. Relatively little agreement was observed between husbands and wives on whether a product was adopted. © 1993 John Wiley & Sons, Inc.