Abstract
This paper attempted to investigate husband-wife influence at different stages of the family purchasing decision process and to sec if differences in perception exist between working wives and non-working wives in family purchasing decisions. Findings showed that husband-wife influence at different stages existed, and their perceptions of various purchase decisions were consistent across different stages. Results also supported a shift from wife-dominant purchase decision making to joint decision making in the case of working wives.
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© 2015 Academy of Marketing Science
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Yau, O.H.M., Sin, Y.M. (2015). Perception of Husbands and Wivies in Family Decisions Making: In an Oriental Culture a Multidimensional Scaling Approach. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_108
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DOI: https://doi.org/10.1007/978-3-319-17052-7_108
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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