Harmonizing conflict in husband-wife purchase decision making : Perceived fairness and spousal influence dynamics
Related Research Unit(s)
|Journal / Publication||Journal of the Academy of Marketing Science|
|Publication status||Published - Sep 2008|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-48849116427&origin=recordpage|
To market important products to families successfully, salespeople must understand how couples behave in concert to resolve conflict across major decisions. The authors develop a model of spousal fairness and test it with a study of multi-period family purchase decision making. The results show that a spousal sense of fairness serves as a mechanism for contemporary couples to harmonize conflict over time in family decisions. Specifically, spouses' perceived fairness mediates the relationship between spousal prior influence and spousal decision behavior in subsequent decisions. Spouses also consider their partner's perceptions of fairness when taking action to restore fairness. Moreover, the effects of perceived fairness are moderated by spousal traits of empathy, egalitarianism, and empowerment in a gendered pattern. © 2007 Academy of Marketing Science.
- Family purchase decision making, Spousal assertiveness, Spousal relative influence, Spousal sense of fairness
Journal of the Academy of Marketing Science, Vol. 36, No. 3, 09.2008, p. 378-394.
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal