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Household Decision Behavior: The Impact of Husbands' and Wives' Sex Role Orientation

William J. Qualls
Journal of Consumer Research
Vol. 14, No. 2 (Sep., 1987), pp. 264-279
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489416
Page Count: 16
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Household Decision Behavior: The Impact of Husbands' and Wives' Sex Role Orientation
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Abstract

This study examines the impact of sex role orientation on the outcome of a family home purchase decision. A relatively strong relationship is found between sex role orientation (SRO) and the degree of household influence, preference agreement, mode of conflict resolution, and decision outcome. Finally, it is found that household decision behavior is better explained in the context of a theoretical network of systemic household relationships rather than through a series of bivariate family relationships.

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