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Towards Furthering the Explanation of Relative Influence in Husband-Wife Decision Making: A Qualitative Approach

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Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This paper begins the attempt of broadening the theoretical base of husband/wife relative influence in decision making by utilizing a research method which facilitates the achievement of a balance between theory-free and theory-laden research. Specifically, a qualitative approach was used to help uncover additional explanations for relative influence in husband/wife decision making. The content analysis of 60 in-depth interviews provided general support for the existing theories and revealed eleven additional possible explanations for this phenomenon.

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Author information

Authors and Affiliations

  1. Mississippi State University, Chestnut Hill, MA, USA

    Cynthia Webster

Authors
  1. Cynthia Webster
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Editor information

Editors and Affiliations

  1. Department of Marketing, Boston College Carroll School of Management, Chestnut Hill, MA, USA

    Victoria L. Crittenden

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Webster, C. (2015). Towards Furthering the Explanation of Relative Influence in Husband-Wife Decision Making: A Qualitative Approach. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_22

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