He Wants, She Wants: Gender, Category, and Disagreement in Spouse's Joint Decisions

Cheryl Ward, Middle Tennessee State University

He Wants, She Wants:

Gender, Category, and Disagreement in Spouse’s Joint Decisions

 

Cheryl B. Ward, Middle Tennessee State University

 

ABSTRACT

Family purchase decisions are examined in light of product category, differing individual preference intensities, past history, and couple preference intensity for jointly purchased products. Specifically, a 2x2x2 ANOVA with a covariate is used to explore spouses’ predispositions in a series of joint purchase decisions. The results indicate that joint purchases are more likely to favor choices preferred by husbands than wives, especially when choices involve across product category selections. In situations where spouses differ in preference intensities for two products, the decisions also tend to favor males. This tendency is magnified when the joint decision involves across product category decisions.
[ to cite ]:
Cheryl Ward (2006) ,"He Wants, She Wants: Gender, Category, and Disagreement in Spouse's Joint Decisions", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 117-123.