An Investigation of Household Decision Making Among Immigrants

This research questions the adequacy of household decision making models in non-western contexts. The allocation of household resources to extended family members is largely absent in these models. Through an ethnographic study, we demonstrate that for immigrants, longevity in the United States might better explain the dominance in household decision making rather than their gender. Further our research suggests that some decisions might be “sacred” and others “profane” based upon the cultural meanings associated with the acquisition of particular products.


L. Wakiuru Wamwara-Mbugua (2007) ,"An Investigation of Household Decision Making Among Immigrants", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 180-186.


L. Wakiuru Wamwara-Mbugua, Wright State University


NA - Advances in Consumer Research Volume 34 | 2007

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