Spousal Influence in Consumer Decisions : A Study of Cultural Assimilation  

Oleh:

Ganesh, Gopala

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 2-3 (1997), page 132-155.
Topik: ASSIMILATION; consumer behaviour; decision - making unit; family life; immigrants; national cultures; USA

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Spousal influence in the decision - making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross - cultural context, especially that of cultural assimilation. Reports the results of a cross - cultural study of consumer decision making for 16 product categories across three different household samples : US nationals, Indian US immigrants, and Indians living in India. Two major conclusions emerge : the three groups differ significantly in extent of spousal influence : and, in general, the immigrant group is found to be positioned between the American nationals and the culture they left behind, lending credence to acculturation / assimilation theories.

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