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| 說明 | 1 online resource (198 pages) |
| 文字 | text |
| 無媒介 | computer |
| 成冊 | online resource |
| 附註 | Source: Dissertation Abstracts International, Volume: 49-05, Section: A, page: 1206 |
| Major Adviser: James M. Hunt |
| Thesis (Ph.D.)--Temple University, 1988 |
| Includes bibliographical references |
| The principal objective of this study is to explain one aspect of the household structure: the division of housework. Wroe Alderson (1965) calls attention to the need for marketing to study household structure in order to better understand household requirements. The division of housework constitutes an important aspect of the household structure. As a research problem the division of housework deserves the attention of marketing and is analyzed using the social exchange paradigm. As such, this analysis relies heavily on the concepts of choice and exchange--concepts that play a central role in marketing theory |
| A second objective of this study is that of integrating the three major explanations of the division of housework that are found in the literature: the new home economics, resource theory, and the tradition-based explanation |
| A social exchange theory of the division of housework is developed with these two objectives in mind. The theory proposes that consumers, in their home production roles, decide the amount of effort that they will spend in housework based on the amount of profit they anticipate from housework activities. To test the theory, multiple regression and covariance analyses were used in conjunction with data from a national probability sample |
| Results indicate a fair amount of support for the theory. Husbands and wives do take into account certain costs and rewards when making individual choices on the amount of effort to spend in housework activities. The profit sacrificed from market work (labor costs) was found to be the best predictor of effort in housework for both husbands and wives. Further, the findings seem not to be inconsistent with the idea that the proposed theory represents a vehicle for integrating the major explanations of the division of housework that are found in the literature |
| One major implication of the findings pertains to the study of consumer behavior. Existing theories of consumer behavior propose that consumer well being (satisfaction) is solely a function of brand choices. The evidence provided here suggests that it is possible for consumers to enhance consumption-related well being (profit) through the choices they make in their home production roles about the amount of effort to spend in housework |
| Electronic reproduction. Ann Arbor, Mich. : ProQuest, 2017 |
| Mode of access: World Wide Web |
| 主題 | Marketing |
| Home economics |
| Electronic books. |
| 0338 |
| 0386 |
