Perception of marital roles in purchase decision processes: a cross-cultural study

Article Abstract:

Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the final decision) and culture (People's Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical implications are presented with suggestions for future research. (Reprinted by permission of the publisher.)

Communication in marriage, Marital communication

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Self-relevance and purchase goals: mapping a consumer decision

Article Abstract:

The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that are activated by a consumer's experienced feelings of self-relevance or involvement with a product or service. In particular, the authors examine how a consumer's enduring involvement with a product class (greeting cards) and specific decision situations affect the content and structure of the activated purchase goals in a consumer's decision map. As compared to enduring involvement, the decision situation more strongly affected the content of the goals in the decision maps. The authors conclude with a discussion of the implications of the method and the results for consumer behavior and marketing strategy research. (Reprinted by permission of the publisher.)

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Switching behavior in automobile markets: a consideration-sets model

Article Abstract:

Consideration-set formation and the direct and indirect consequences of consideration-set size on switching behavior in automobile markets provide the focus for this model development and testing effort. Empirical support is provided for a model revealing that consideration sets, formed as a consequence of prior experience, product knowledge, and satisfaction, play a substantial role in a consumer's decision to switch or repurchase the same brand acquired on the previous purchase occasion. Consideration sets are shown to affect the switching decision both directly and indirectly (by motivating retailer search activities.) (Reprinted by permission of the publisher.)

Marketing, Automobile industry

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