Harmonizing conflict in husband-wife purchase decision making: perceived fairness and spousal influence dynamics.

The article discusses the manner in which husband and wife couples make choices to buy products, examining how couples resolve conflict in making major decisions. Issues involved with decisions made by couples, the authors indicate, include a spousal sense of fairness, a consideration of a spouse's perception of the issues, and traits of empowerment and empathy. Topics include marketers who comprehend the family as a unit of consumption and husbands and wives making joint purchase decisions. The fair use of pooled household resources between a couple is also discussed.