The Development Of Measures For Gender Role Orientation And Shopping Savvy

Julie Tinson and Clive Nancarrow
Bristol Business School


Over the past few decades there have been significant changes in Western society's attitudes to the roles of male and female family members of a household, which, of course, impact on consumer behaviour (Brown & Mann 1990; Grusky et al. 1995). These changes are naturally of interest to both academics and practitioners. Academics are principally interested in developing models and theory relating to purchase choices while practitioners are particularly interested in the relative influence of individuals in purchase decision-making as this has relevance for marketing communications strategy, tactics and codes of behaviour. The shared interest of practitioners and academics in decision-making in families is reflected in this programme of research. The focus of this paper is the development of research instruments for a national benchmark survey.