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Who wears the pants in the family?

Date of publication: August 28, 1977

Catalogue: ESOMAR Congress 1977: Research For Decision Making

Author: William J. Wilson

Abstract:

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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Citation

Wilson, W. J. (1977a, August 28). Who wears the pants in the family?. ANA - ESOMAR. Retrieved January 15, 2025, from


https://ana.esomar.org/documents/the-kids-are-alright-the-global-family-today-