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Measurement of Husband-Wife Influence in Consumer Purchase Decisions

Journal of marketing research, 1971-08, Vol.8 (3), p.305-312 [Peer Reviewed Journal]

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Title:
Measurement of Husband-Wife Influence in Consumer Purchase Decisions
Author: Davis, Harry L.
Subjects: Automobiles ; Brand loyalty ; Correlations ; Decision making ; Discriminants ; Estimate reliability ; Husbands ; Marketing ; Purchasing ; Researchers ; Sociology ; Spouses ; Statistical variance ; Validity ; Wives
Is Part Of: Journal of marketing research, 1971-08, Vol.8 (3), p.305-312
Description: Can wives accurately report who exerts influence in family decisions? What self-reported measure of purchase influence is best? A multitrait-multimethod approach is used to answer these questions about the reliability and validity of influence measures.
Publisher: Chicago: American Marketing Association
Language: English
Identifier: ISSN: 0022-2437
EISSN: 1547-7193
DOI: 10.1177/002224377100800304
CODEN: JMKRAE
Source: ProQuest One Psychology
ProQuest Central

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