Abstract
Spousal roles in the decision process of wedding-related products and services were examined for a convenience sample of 91 Chinese couples married in Hong Kong in 1999 and 2000. Spousal role influence varied by type of products and services. Contrary to what we expect, we did not find more joint influences for high-expense products throughout the decision-making process. Instead, mean influences of grooms were higher than brides in high-expense products for both the information search and the final decision stages. There was no indication of movement towards joint influences from the information search stage to the final decision stage for all product types. Spousal role influence did not depend on resources and power. Grooms with higher income or education did not exert greater influence in the final purchase decisions of all wedding products and services.
| Original language | English |
|---|---|
| Title of host publication | Asia Pacific Advances in Consumer Research |
| Publisher | Association for Consumer Research |
| Pages | 224-230 |
| Number of pages | 7 |
| Volume | 5 |
| Publication status | Published - May 2002 |
| Event | Association for Consumer Research 2002 Asia-Pacific Annual Conference - Beijing, China Duration: 16 May 2002 → 18 May 2002 |
Conference
| Conference | Association for Consumer Research 2002 Asia-Pacific Annual Conference |
|---|---|
| Country/Territory | China |
| City | Beijing |
| Period | 16/05/02 → 18/05/02 |
User-Defined Keywords
- family purchase decisions
- wedding
- Hong Kong