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The Rising Cost of Time of Females, the Growth of National Brands, and the Supply of Retail Services

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  • Pashigian, B Peter
  • Bowen, Brian

Abstract

A rise in the relative cost of time of women has increased the demand for brand names and reduced the demand for information traditionally supplied by retailers. A theory of the optimal allocation of shopping responsibilities in a two-earner household shows that a rise in the woman's wage increases the demand for brand names by more than an increase in the man's wage. An increase in the relative earnings of women is related to a rise in male shopping, the growth of trademark filings, an increase in manufacturer advertising, and a reduction in retail personal services in several industries. Copyright 1994 by Oxford University Press.

Suggested Citation

  • Pashigian, B Peter & Bowen, Brian, 1994. "The Rising Cost of Time of Females, the Growth of National Brands, and the Supply of Retail Services," Economic Inquiry, Western Economic Association International, vol. 32(1), pages 33-65, January.
    • Handle: RePEc:oup:ecinqu:v:32:y:1994:i:1:p:33-65
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    Citations

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    Cited by:

    1. Brianna Cardiff-Hicks & Francine Lafontaine & Kathryn Shaw, 2015. "Do Large Modern Retailers Pay Premium Wages?," ILR Review, Cornell University, ILR School, vol. 68(3), pages 633-665, May.
    2. Szõcs Attila, 2014. "Testing Brand Value Measurement Methods In A Random Coefficient Modeling Framework," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1069-1074, July.
    3. Alvin Silk & Lisa Klein & Ernst Berndt, 2002. "Intermedia Substitutability and Market Demand by National Advertisers," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 20(4), pages 323-348, June.
    4. Giovanni B. Ramello, 2006. "What'S In A Sign ? Trademark Law And Economic Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 20(4), pages 547-565, September.
    5. Daniel S. Hamermesh, 1995. "Who Works When?: Evidence from the U.S. and Germany," Discussion Papers of DIW Berlin 120, DIW Berlin, German Institute for Economic Research.
    6. Lott, John R, Jr, 2000. "A Simple Explanation for Why Campaign Expenditures Are Increasing: The Government Is Getting Bigger," Journal of Law and Economics, University of Chicago Press, vol. 43(2), pages 359-393, October.
    7. Pashigian, B. Peter & Sun, Jeanne-Mey, 1999. "Firm Responses to Growing Inequality in Income and the Cost of Time," Working Papers 153, The University of Chicago Booth School of Business, George J. Stigler Center for the Study of the Economy and the State.
    8. Davis, George, 2020. "Convenient Economics: The Incorporation and Implications of Convenience in Market Equilibrium Analysis," Applied Economics Teaching Resources (AETR), Agricultural and Applied Economics Association, vol. 2(3), July.
    9. Xu, Yan, 2017. "Essays on preference formation and home production," Other publications TiSEM b028fd7e-53ba-4ff6-97eb-4, Tilburg University, School of Economics and Management.
    10. Michael R. Ward, 2001. "Will Online Shopping Compete More with Traditional Retailing or Catalog Shopping?," Netnomics, Springer, vol. 3(2), pages 103-117, September.
    11. Szőcs Attila & Berács József, 2015. "A Causal Model of Consumer-Based Brand Equity," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 3(1), pages 5-26, December.
    12. Peter Pashigian & Jeanne-Mey Sun, 1999. "Firm Responses to Growing Ineguality in Income and the Cost of Time," University of Chicago - George G. Stigler Center for Study of Economy and State 153, Chicago - Center for Study of Economy and State.

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