Marital relationships and purchasing decisions — to buy or not to buy,that is the question

Wives and husbands from 47 households rated their wellbeing in situations, where they imagined either to buy or not to buy a desired product, with their spouse either agreeing or disagreeing with the purchase. The product was female-specific for wives and male-specific for husbands. For 23 households the product was relatively cheap, for 24 households the subjects imagined to desire an expensive commodity. The approach was similar to Kelley and Thibaut's (1978) analysis of interdependence matrices. The data, in general, support the following hypotheses: (a) When the partner objects the purchase, the utility of the product will outweigh the perceived social costs more for husbands than for wives, especially in male-dominated families; (b) the wife's wellbeing with purchase decisions will depend more than her husband's wellbeing upon the partner's agreement, especially in male-dominated families, (c) the husband's wellbeing in conflict (buying a product despite the partner's objection) will be positively related with his dominance and vice versa; (d) mutual appraisal of situations will correspond higher in happy than in unhappy couples.The results are discussed with respect to differences in male and female strategies to cope with authority and social emotions in buying decisions. Shortcomings of economic theories on determinants of family consumer decisions are pointed out.