Purchasing decisions in non‐traditional households: the case of lesbian couples |
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| Authors: | Robert E Wilkes Debra A Laverie |
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| Institution: | 1. Rawls College of Business, Texas Tech University, Lubbock, Texas 79409, USA;2. United Supermarkets Professor of Marketing.;3. Jerry S. Rawls Professor of Business. |
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| Abstract: | - Extant research on family purchase behavior has focused almost exclusively on heterosexual couples. This exploratory study of non‐traditional households shows that lesbian couples are strongly egalitarian in decision behavior for a wide range of products and services. Perceptions about relative influence of each partner in these dyads are increasingly congruent as the decision process progresses. Findings demonstrate the inapplicability of two concepts long associated with family research, that is, power and relative resource theory, in lesbian couples. Instead, gender dynamics and equity play dominant roles in these relationships.
Copyright © 2007 John Wiley & Sons, Ltd. |
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