Marital roles in market decision-taking
Marital roles in market decision-taking

Summary/Abstract: The roles of spouses in consumer decision making underwent a thorough research at Polish households in 1990, 2005 and 2010. The survey covered households consisting of at least two adults of different gender who took all economic and financial decisions regarding the household together. The main purpose of the research was to examine the importance of the role in decision taking in feminine and masculine perspective. The results displayed possibilities of continuing the research and verifying a hypothesis pinpointing households representing higher income, wealth and education levels of both partners, as the ones which manifest consumption decisions autonomy. Due to decline of emotional ties within households, decisions traditionally perceived as male lost their masculine character and moved to autonomic decision area. Similarly, decisions with strong feminine domination, such as food products or cosmetics, lost their obvious femininity.

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