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Essay / Research Paper Abstract
This 5 page paper examines one article about spousal influence in the consumer decision making processes with a focus on subcultural variations. Gender and cultural differences are examined. The article is assessed and used as a springboard for further discussion. No additional sources cited.
Page Count:
5 pages (~225 words per page)
File: RT13_SA038con.rtf
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Unformatted sample text from the term paper:
1996). The article noted the results of a study that focused on consumer decision making and accounted for spousal influence in a variety of cultural groups (1996). Here, researchers not
only looked at spousal influence but inadvertently tackled the idea that groups in different cultures would yield different results. They were right. The researchers used two broad types of
services and studied three different household which were Americans who lived in the United States, Indian Tamil who were also U.S. Immigrants, and Indian Tamils who lived in India (Stafford
& Ganesh, 1996). The results of this study suggested that for both types of services surveyed, joint decision making within American U.S. households was more prevalent than in Indian-Tamil households
(1996). Least prevalent was joint decision making in Tamil households in India (1996). Results were not unexpected, but authors touch the tip of the iceberg. Spousal influence is a
legitimate area of study in terms of consumer decision making. Does an American woman still go home and show her husband a new dress, taking it back if he does
not like it? In the days of I Love Lucy and Leave It To Beaver, the man usually had the final say so. Women were always sneaking out and trying
to buy an extra dress or something to spruce up the house. Today, things have changed in that the man is not necessarily the primary decision maker. Some households tend
to be dominated by the female while others the male. It is important to note that studies tackling the male-female struggle do not pertain to nontraditional households that have
two matriarchs, for example; here, gender would not be as significant. Of course, one might make a case that families with heads of household of the same gender will tend
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