Some Determinants Of The Use Of Advertising By Married Work

Hypotheses are developed concerning a married working woman's reliance on advertising as a source of information. A preliminary model positions role-load and family income as constructs moderating the wife's use of advertising as an information source. Role-load is the totality of time and...

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Bibliographic Details
Published in:Journal of advertising research 1989-10, Vol.29 (5), p.57
Main Authors: Burns, Alvin C, Foxman, Ellen R
Format: Article
Language:English
Subjects:
Advertising
Consumer behavior
Family income
Female employees
Hypotheses
Information
Information sources
Women
Working
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Summary:Hypotheses are developed concerning a married working woman's reliance on advertising as a source of information. A preliminary model positions role-load and family income as constructs moderating the wife's use of advertising as an information source. Role-load is the totality of time and energy pressures attributable to a married woman's various roles. A self-administered questionnaire, designed to collect the data as part of a larger study on working women, was used in a pilot study. A final sample size of 176 married women for most analyses reported was attained with the assistance of women's groups in Baton Rouge, Louisiana. The study found that a married woman's general dependence on advertising as an information source is influenced by at least 4 factors. Advertising use increases with more wife-role-load, but decreases with greater family income. Women with higher education make greater use of advertising than do those with less education, and older women rely more on advertising than do younger women.
ISSN:0021-8499
1740-1909