Journal of Consumer Research 1989
Utility and Choice: An Empirical Study of Wife/Husband Decision Making
Abstract
Results of an experiment manipulating the effects of cognitive conflict, role dominance, and persuasive messages on husband-wife decisions show that couples tend to choose options that are equitable and centered in their negotiation set, a tendency that is prevalent over choice occasions and bargaining conditions. Two mechanisms that support equity—static cooperation and dynamic shifts in individual utility functions—are interpreted in light of these findings and those of other researchers.
- DOI
- 10.1086/209196
- Sources
- openalex