The Measurement of the Relative Influence of Husband and Wife Upon a Purchase Decision

The impact of a wife's budgetary and romantic attitudes towards luxury goods on their self-purchases and purchases made for them by their husbands

“…Here too, most have focused on the perceived influence of each spouse on household purchasing decisions (Werbel, 1976;Kim and Lee, 1996;Madrigal and Miller, 1996) rather than the actual purchases of the spouses. For example, Kim and Lee (1996) investigated the influence strategies of couples on home purchasing decisions, Piron (2002) examined the different roles (e.g., ''initiator'', ''buyer'', ''influencer'', and ''decision-maker'') assumed by Singaporean husbands and wives during the decision-making process for groceries, and Su et al (2008) developed a model of perceived spousal fairness in family purchase decision making over time.…”