Article1997

Spousal influence in consumer decisions: a study of cultural assimilation

32 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the results of a cross‐cultural study of consumer decision making for 16 product categories across three different household samples: US nationals, Indian US immigrants, and Indians living in India. Two major conclusions emerge: the three groups differ significantly in extent of spousal influence: and, in general, the immigrant group is found to be positioned between the American nationals and the culture they left behind, lending credence to acculturation/assimilation theories.

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References

1970Marketing Research 2014Family: Socialization and Interaction Process 1984International Marketing Research 1991Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States 1986The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption 1974Perception of Marital Roles in Decision Processes 1976Decision Making within the Household 1983Ethnic Migration, Assimilation, and Consumption

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