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Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process

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  • Webster, Cynthia

Abstract

The research reported in this article investigated the relationship between Hispanic ethnic identification and marital roles as couples proceed through the purchase decision process. Significant differences were found among the Hispanic ethnic identification groups in most of the decision stages for a variety of product categories, even after the effects of social class and length of marriage were removed. The findings of this study revealed a significant positive relationship between ethnic identification and husband dominance in decision making. However, because ethnic identification and product class interact with role specialization and relative influence in decision making, generalizations cannot be made about Hispanic marital roles in the decision-making process. Furthermore, the effect of ethnic identification on marital roles in decision making interacts with the phase of the purchase decision process. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Webster, Cynthia, 1994. "Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 319-331, September.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:2:p:319-31
    DOI: 10.1086/209400
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    1. repec:dau:papers:123456789/10342 is not listed on IDEAS
    2. Korgaonkar, Pradeep & Petrescu, Maria & Gironda, John, 2016. "Hispanics and viral advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 46-59.
    3. Alvarez, Cecilia M.O. & Dickson, Peter R. & Hunter, Gary K., 2014. "The four faces of the Hispanic consumer: An acculturation-based segmentation," Journal of Business Research, Elsevier, vol. 67(2), pages 108-115.
    4. Becerra, Enrique P. & Brynildsen, Gina & Korgaonkar, Pradeep, 2022. "The effects of acculturation on Hispanic Americans' perceptions of shoplifting," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Lerman, Dawn & Maldonado, Rachel & Luna, David, 2009. "A theory-based measure of acculturation: The shortened cultural life style inventory," Journal of Business Research, Elsevier, vol. 62(4), pages 399-406, April.
    6. Gunter Ashley & Massey Ruth, 2017. "Renting Shacks: Tenancy in the informal housing sector of the Gauteng Province, South Africa," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 37(37), pages 25-34, September.
    7. Michaël Dambrun & Anne Taillandier & Florence Loose & Christelle Maisonneuve & Esther Gras & Isabelle Tourret & Dominique Uhlen, 2016. "Reluctance to Use Host Social Services by Ethnic Minorities: The Role of Consensual Separation, Threat to Heritage Culture and Misunderstanding of the Host Society Language," Journal of International Migration and Integration, Springer, vol. 17(4), pages 1251-1269, November.
    8. Selamah Abdullah Yusof & Jarita Duasa, 2010. "Household Decision-Making and Expenditure Patterns of Married Men and Women in Malaysia," Journal of Family and Economic Issues, Springer, vol. 31(3), pages 371-381, September.
    9. Plath, D. Anthony & Stevenson, Thomas H., 2005. "Financial services consumption behavior across Hispanic American consumers," Journal of Business Research, Elsevier, vol. 58(8), pages 1089-1099, August.
    10. Cross, Samantha N.N. & Gilly, Mary C., 2017. "The impact of diversity on institutional longevity," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 231-251.
    11. Béji-Bécheur, Amina & Özçağlar-Toulouse, Nil & Zouaghi, Sondes, 2012. "Ethnicity introspected: Researchers in search of their identity," Journal of Business Research, Elsevier, vol. 65(4), pages 504-510.
    12. Lu Wang & Lucia Lo, 2007. "Immigrant Grocery-Shopping Behavior: Ethnic Identity versus Accessibility," Environment and Planning A, , vol. 39(3), pages 684-699, March.

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