Husband-Wife Influence in Purchase Decisions—A Confirmation and Extension

This article provides two kinds of information about the measurement of husband-wife influence in family decision making. First, confirmatory support is given to certain conclusions by Davis [4] in his study of alternative measures of relative spousal influence. Second, the article extends the application of multitrait-multimethod procedures to the stages or phases of the decision process to determine the commonality of perceived influence across spouses and how these phases interrelate. Limited information about ethnic variations in family decision behavior is also presented since only black families were included in the study. METHODOLOGY