Journal of the Academy of Marketing Science

, Volume 23, Issue 2, pp 120–131 | Cite as

Perception of marital roles in purchase decision processes: A cross-cultural study

  • John B. Ford
  • Michael S. LaTour
  • Tony L. Henthorne


Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the final decision) and culture (People’s Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical implications are presented with suggestions for future research.


Product Category Consumer Research Purchase Decision Joint Decision Chinese Sample 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1995

Authors and Affiliations

  • John B. Ford
    • 1
  • Michael S. LaTour
    • 2
  • Tony L. Henthorne
    • 3
  1. 1.Old Dominion UniversityUSA
  2. 2.Auburn UniversityUSA
  3. 3.the University of Southern MississippiUSA

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