Influence of sex or gender role orientation in husband/wife consumption decisions. 6 factors that influence how couples’ share decision power.



Marketers are interested in the relative amount of influence a husband and a wife or couple, wields when it comes to consumption choices. Several studies show that sex role orientation is a major factor when it comes to couples’ consumption decisions and overall consumer behavior.

The influence of sex role structure on decision making in the family, appears to explain many happenings today. The sex role structure and decision making appears to be heavily influenced by culture, modernity, ethnicity among other factors.

Big differences are noted in sex role orientation in husband /wife decision making - for instance western culture is associated with equality in couple relations, while African and Asian cultures tend to be more husband dominated.

This issue of sex role orientation in decisions generates many conflicts between couples. The video shares interesting stories of women striving to shift from husband dominated to joint decision-making framework.

6 factors that influence husband/wife decisions are discussed including culture, religion and ethnicity.

Dr Catherine Ngahu
Elevatus