Comptabilité et marketing

The Asymmetric Effect of Sex Role Orientation on Japanese Family Purchase Decision Making

Abstract

 Zsolt Varga, Wirawan Dony Dahana, and Sotaro Katsumata

Family purchase decision making is driven by the bipolar gender stereotypes of husband and wife. However, relatively little is known about how individual perceptions of Sex Role Orientation (SRO) affect authority in an integrated decision. The present research is aimed to narrow the gap in the literature by dissecting the four dimensions of Sex Role Orientation and exploring the interplay among the elements of household decision making: SRO, gender, and purchase decision stage. The authors carry out a comprehensive analysis by utilizing representative empirical data collected from 500 demographically heterogeneous individuals who filled out a survey related to gender role orientation and automobile purchasing behavior. The analysis reveals asymmetric effects of females and males norm perceptions. While the fundamental relationship between SRO and decision making authority is predominated solely by the gravity of male values, the moderating effect of gender is primarily affected by female dimensions. The research breaks beyond the limitations of prior research by elucidating households’ decision making structure through isolating the dimensions of female and male gender norms, and contributes to the literature by providing a deeper and more comprehensive insight into the underlying factors of decision making mechanism between husband and wife. In addition, given the sparse research on gender roles and purchasing behavior in Japanese society, the results provide a basis for cross-cultural comparison and actionable items for immediate management implication by practitioners.