Harmonizing conflict in husband-wife purchase decision making : Perceived fairness and spousal influence dynamics

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

18 Scopus Citations
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Original languageEnglish
Pages (from-to)378-394
Journal / PublicationJournal of the Academy of Marketing Science
Issue number3
Publication statusPublished - Sept 2008


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.

Research Area(s)

  • Family purchase decision making, Spousal assertiveness, Spousal relative influence, Spousal sense of fairness