An Empirical Evaluation of the Bartos Model of Wife's Work Involvement

Charles M Schaninger, Margaret C Nelson and William D Danko

Discusses whether demographic segmentation involving the wife's work involvement is helpful to marketing.

An Empirical Evaluation of the Bartos Model of Wife's Work Involvement

Charles M Schaninger, Margaret C Nelson, and William D Danko

For more than a decade, researchers have argued that American wives no longer form a homogeneous consumer segment, if indeed they ever did. The accelerated entrance of women into the labor force fostered the obvious distinction between working and nonworking wives, with the equally reasonable expectation that they would consume differently as a result of variations in time pressures, job-related purchases, and so forth. In general, studies comparing working to nonworking wife households have found...

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