Spouse’s Joint Decision-Making: Is Level of Initial Disagreement Important?

ABSTRACT Family purchase decisions are examined in light of product category, differing individual preference intensities, spouses’ preference intensity for jointly purchased products, past history, and level of disagreement. A 2x2x2x2 ANCOVA with covariate explores spouses’ predispositions in joint purchase decisions. Of specific interest is the impact of high versus low levels of initial disagreement as it modifies main effects in final decisions. Results indicate that decisions were more likely to favor males in across category choices when a high level of disagreement was present and when spouses had differed in preference intensities between possible product choices under high levels of disagreement.

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