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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Effect of Normative and Socioeconomic Power Bases on Japanese Marital Decision-Making Authority
Author(s)
Zsolt Varga, Wirawan Dony Dahana, Sotaro Katsumata
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DOI:10.17265/2328-2185/2019.02.006
Affiliation(s)
Osaka University, Osaka, Japan
ABSTRACT
According to
normative-resource theory, the balance of marital power is influenced by the
effect of socioeconomic resources and subcultural expectations. The purpose of
our study is to empirically test the effects of Japanese married individuals’
comparative socioeconomic variables—education, age, occupation status, personal
income, family income, urban/rural living area, years married, and the
presence/number of children; and normative resources—the four dimensions of sex
role orientation—on decision-making authority across the stages of automobile
purchasing. The data of 500 demographically heterogeneous married individuals are analyzed by using a Lasso (least
absolute shrinkage and selection operator) regression to select variables and to improve the accuracy
of prediction and interpretation. The findings reveal that wives’ authority is
significantly influenced across all stages by their personal income and
specific dimensions of their sex role orientation. On the other hand, husbands’
authority is not affected by their perception of role norms, but only by their
age. Contrary to expectations, the effects of education, occupation, and
employment status are not significant in any of the cases, opening a discussion
for cross-cultural comparison. The findings are interpreted and transformed
into actionable items for managerial implications.
KEYWORDS
family purchase decision, consumer behavior, sex role orientation, durable product
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