The effect of the wife's working status on familial dominance structure
Robert M. Cosenza D.B.A., Duane L. Davis D.B.A.
Journal of the Academy of Marketing Science · 1980 · Volume 8 · Issue 1
Abstract
This study examines the effect of the working wife on the distribution of control in the family for specific product decisions. Results lend general support for the proposition that whether a wife is working or not affects her position in the control decision structure in the family. However, the presence of children in the family and the reason for working had no effect on this distribution of control. A new methodological approach to assessing “power” in the family is utilized.
Keywords
Product Category, Life Insurance, Consumer Research, Dominance Structure, Dominance Score
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