Wives’ Involvement and the Effects of Sex Role Orientation in Purchase Decisions by Families

by Prof. Datin Paduka Dr. Samsinar Md Sidin and Mary Anjang

Proceedings of the 1996 Multicultural Marketing Conference.

Developments in Marketing Science : Proceedings of the Academy of Marketing Science. Springer, Cham


The objectives of this study are to investigate the degree of wives’ involvement and the effects of sex role orientation. The findings of the study revealed that the wives are more involved in the decision making with regards to the purchase of furniture relative to the purchase of cars. Wives’ sex role orientation was found to vary with their education level, occupation, and household income. There were no differences in sex role orientation based on wives’ involvement in the purchase decisions.

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