Husband-Wife Influence in Purchase Decisions: A Confirmation and Extension

A LIMITED STUDY CONFIRMS CONCLUSIONS THAT GLOBAL MEASURES AND INDEX ARE POOR INDICATORS OF RELATIVE SPOUSAL INFLUENCE IN PURCHASE DECISIONS. NEITHER MEASURES PRODUCES MEANINGFUL CORRELATIONS BETWEEN HUSBANDS' AND WIVES' PERCEPTIONS OF RELATIVE INFLUENCE. SUCH MEASURES SIMPLY FAIL TO EXAMIN...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing research 1975-05, Vol.12 (2), p.224-227
Main Author: Wilkes, Robert E.
Format: Article
Language:English
Subjects:
Conceptualization
Consumer behavior
Consumer research
Data validity
Discriminants
Family
Husbands
Marketing
Mathematical validity
Perceptions
Purchasing
Research Notes and Communications
Spouses
Validity
Wives
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:A LIMITED STUDY CONFIRMS CONCLUSIONS THAT GLOBAL MEASURES AND INDEX ARE POOR INDICATORS OF RELATIVE SPOUSAL INFLUENCE IN PURCHASE DECISIONS. NEITHER MEASURES PRODUCES MEANINGFUL CORRELATIONS BETWEEN HUSBANDS' AND WIVES' PERCEPTIONS OF RELATIVE INFLUENCE. SUCH MEASURES SIMPLY FAIL TO EXAMINE THE RELEVANT PREPURCHASE ACTIVITY OF INTEREST TO MARKETERS. QUICK ADOPTION OF SOCIOLOGICALLY BASED MEASURES BY MARKETING RESEARCHES WILL PROVE TO BE COSTLY CONVENIENCE. STUDY ALSO DEMONSTRATED THAT MARKETERS MUST INVESTIGATE THE ENTIRE DECISION PROCESS SINCE RELATIVE INFLUENCE MAY VARY FROM ONE DECISION PHASE TO THE NEXT. HUSBAND-WIFE INFLUENCE MUST BE INVESTIGATED FOR EACH STAGE RATHER FALLING PREY TO THE ASSUMPTION OF STABLE INFLUENCE ACROSS THE PROCESS BASED UPON INTUITION OR LIMITED INQUIRY INTO A SINGLE PHASE OF THE PROCESS. THE VALUE OF A MULTITRAIT-MULTIMETHOD APPROACH HAS BEEN FURTHER VERIFIED IN THIS STUDY. CHARTS, & GRAPHS.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377501200214