Husband Wife Influences
Husband Wife Influences
Husband Wife Influences
strong preference, the spouse who has had his or her way less oftesnP• e'
. a, a
makes the selection. In other words, if no one has a strong preference, th- Past 'I
"take turns" in getting their way. coupes
+ HUSBAND-WIFE INFLUENCES
Given the fact that 63 percent of households are family units, we will focus on
husband-wife influences in this section and parent-child influences in the next.
The relative influence of the husband and the wife is likely to vary acconling to
four things: (1) type of product considered, (2) the nature of purchase influence,
and (3) family characteristics.
Type of Product
Traditionally, husbands have been regarded as the dominant decision makers
for products such as automobiles, financial services, and liquor Wives have been
viewed as the prime decision makers for foods. toiletries, and small applan'es.
However, as we saw in Chapter 13, many of these roles have merged and even
been reversed due to the greater proportion of working wives and changes to
family norms.