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Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process

Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process Abstract The research reported in this article investigated the relationship between Hispanic ethnic identification and marital roles as couples proceed through the purchase decision process. Significant differences were found among the Hispanic ethnic identification groups in most of the decision stages for a variety of product categories, even after the effects of social class and length of marriage were removed. The findings of this study revealed a significant positive relationship between ethnic identification and husband dominance in decision making. However, because ethnic identification and product class interact with role specialization and relative influence in decision making, generalizations cannot be made about Hispanic marital roles in the decision-making process. Furthermore, the effect of ethnic identification on marital roles in decision making interacts with the phase of the purchase decision process. This content is only available as a PDF. Author notes * Cynthia Webster is professor of marketing, College of Business and Industry, Mississippi State University, Mississippi State, MS 39762. The author thanks Kent Monroe and the three reviewers for their helpful comments. She also wishes to thank Mississippi State University for funding this research and William R. Darden for the time spent on discussing an earlier draft of this article. © 1994 by JOURNAL OF CONSUMER RESEARCH, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process

Journal of Consumer Research , Volume 21 (2) – Sep 1, 1994

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References (39)

Publisher
Oxford University Press
Copyright
© 1994 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209400
Publisher site
See Article on Publisher Site

Abstract

Abstract The research reported in this article investigated the relationship between Hispanic ethnic identification and marital roles as couples proceed through the purchase decision process. Significant differences were found among the Hispanic ethnic identification groups in most of the decision stages for a variety of product categories, even after the effects of social class and length of marriage were removed. The findings of this study revealed a significant positive relationship between ethnic identification and husband dominance in decision making. However, because ethnic identification and product class interact with role specialization and relative influence in decision making, generalizations cannot be made about Hispanic marital roles in the decision-making process. Furthermore, the effect of ethnic identification on marital roles in decision making interacts with the phase of the purchase decision process. This content is only available as a PDF. Author notes * Cynthia Webster is professor of marketing, College of Business and Industry, Mississippi State University, Mississippi State, MS 39762. The author thanks Kent Monroe and the three reviewers for their helpful comments. She also wishes to thank Mississippi State University for funding this research and William R. Darden for the time spent on discussing an earlier draft of this article. © 1994 by JOURNAL OF CONSUMER RESEARCH, Inc.

Journal

Journal of Consumer ResearchOxford University Press

Published: Sep 1, 1994

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