Do established antecedents of purchase decision-making power apply to contemporary couples?

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Abstract

The research reported here investigated the extent to which hedonic theory explains the nature of the effects of the established antecedents of marital roles (resource theory, sex-role orientation, least-interested partner hypothesis, and involvement) on relative influence and strategy usage in purchase decision making for married and nontraditional couples (cohabiting heterosexual, gay, and lesbian couples). The findings reveal that hedonic theory (the effect of partners' [dis]similarity in an antecedent on that antecedent's impact of relational power) explains the majority of cases where the impact of the antecedents on power vary across couple types. In some cases, however, hedonic theory is lacking in its explanatory power, thus indicating that couple types differ other than the extent to which partners are (dis)similar demographically or socioeconomically. © 2001 John Wiley & Sons, Inc.

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