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Harmonizing conflict in husband–wife purchase choice creating: sensed fairness and spousal influence characteristics

Friday, December 27th, 2019

Harmonizing conflict in husband–wife purchase choice creating: sensed fairness and spousal influence characteristics

  • Chenting Su
  • Kevin Zheng Zhou
  • Nan Zhou
  • Julie Juan Li

To promote products that are important families successfully, salespeople must know the way partners act in concert to solve conflict across major choices. The writers develop a model of spousal fairness and test that by having research of multi-period household purchase decision generating. The outcomes reveal that a spousal feeling of fairness functions as a device for modern couples to harmonize conflict with time in family members choices. Specifically, spouses’ identified fairness mediates the partnership between spousal influence that is prior spousal decision behavior in subsequent choices. partners additionally give consideration to their partner’s perceptions of fairness whenever following through to restore fairness. More over, the consequences of observed fairness are moderated by spousal characteristics of empathy, egalitarianism, and empowerment in a gendered pattern.

Acknowledgement

The writers gratefully acknowledge constructive responses and recommendations from Professor David W. Stewart, the Editor, and four reviewers that are anonymous. (more…)