Who wears the pants in the family?

Date of publication: August 28, 1977


This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to advertising perception? To put it another way, is advertising for Brand X getting through to those who make actual Brand X purchasing decisions?

William J. Wilson


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