Sex role orientation and conflict resolution in the joint purchase decisions of spouses

Rina Makgosa

Management Research Review, 2010, vol. 33, issue 8, 784-797

Abstract: Purpose - The purpose of this paper is to investigate how the effects of sex role orientation (SRO) on conflict resolution strategies vary across ethnic groups. Design/methodology/approach - A questionnaire was used with a sample of 295 husbands and 288 wives of British White, Indian and African Black origin residents of London and Manchester in the UK. Findings - The results showed that SRO had a significant impact on conflict resolution strategies for both husbands and wives across the three British ethnic groups. A modern SRO encourages bargaining within all the three ethnic groups and playing on emotion, disengagement and assertiveness for Indians and African Black husbands. In addition, a modern SRO increases bargaining for African Blacks wives and playing on emotion, supplication and assertiveness for British Whites wives. Research limitations/implications - Overall, the paper provides substantial evidence of differences in the use of conflict resolution strategies by husbands and wives from the three ethnic groups. Originality/value - The paper contributes to knowledge about differences in the effects of SRO on conflict resolution strategies used in joint purchase decisions for major household durables in a multicultural country.

Keywords: Conflict resolution; Consumer behaviour; Sex and gender issues; Ethnic groups (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:33:y:2010:i:8:p:784-797

DOI: 10.1108/01409171011065590

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