Purchase‐role structure in Korean families: Revisited

Abstract

Abstract This opportunistic research has been made possible by the financial crisis that struck much of Asia in 1998, and was followed by a rapid recovery in 1999. Previous research has been conducted to study the structure of family decisions in Korea during the 1997–98 period. By adding one more set of data points, for 1999, it is possible to conduct a 3‐year, longitudinal study to revisit the structure of family decision making under the impact of the economic crisis experienced during this period. The major finding is that more joint decision making occurs under economic stress, although the effect is mitigated by the economic circumstances of the respondent and involvement level of the product category. © 2003 Wiley Periodicals, Inc.

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