Resource Theory in A Cultural Context: Linkages between Ethnic Identity, Gender Roles, and Purchase Behavior

Abstract

This study investigated the relationships among the constructs of ethnic identification, gender roles, and relative influence in purchase decision making for Hispanic and Asian immigrant groups. Findings indicate that ethnicity of husbands from patriarchal cultures does not significantly affect their gender roles or their dominance in purchase decision making. However, both gender roles and relative influence in decision making are significantly affected by ethnicity of husbands from modified patriarchal cultures.

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Notes on contributors

Cynthia Webster

Cynthia Webster, (Ph.D., University of North Texas), is a professor of marketing at Mississippi State University.