| Abstract: | This investigation assessed Mexican-American and Anglo wives' perceptions of family decisionmaking roles for the purchase of eight different goods and services. This comparison was used to explore the impact ethnic subculture plays in consumer behavior. The findings indicate that ethnicity significantly affects wives' perceptions of family decisionmaking roles for expensive items, and that this is not just due to common associations with other variables. This is an under researched area in which cross-national differences and basic socioeconomic disparities are often inaccurately attributed to culture. |
