Sex role orientation and conflict resolution in the joint purchase decisions of spouses: Does ethnicity matter?

Abstract

Purpose

The purpose of this paper is to investigate how the effects of sex role orientation (SRO) on conflict resolution strategies vary across ethnic groups.

Design/methodology/approach

A questionnaire was used with a sample of 295 husbands and 288 wives of British White, Indian and African Black origin residents of London and Manchester in the UK.

Findings

The results showed that SRO had a significant impact on conflict resolution strategies for both husbands and wives across the three British ethnic groups. A modern SRO encourages bargaining within all the three ethnic groups and playing on emotion, disengagement and assertiveness for Indians and African Black husbands. In addition, a modern SRO increases bargaining for African Blacks wives and playing on emotion, supplication and assertiveness for British Whites wives.

Research limitations/implications

Overall, the paper provides substantial evidence of differences in the use of conflict resolution strategies by husbands and wives from the three ethnic groups.

Originality/value

The paper contributes to knowledge about differences in the effects of SRO on conflict resolution strategies used in joint purchase decisions for major household durables in a multicultural country.

Citation

Makgosa, R. (2010), "Sex role orientation and conflict resolution in the joint purchase decisions of spouses: Does ethnicity matter?", Management Research Review, Vol. 33 No. 8, pp. 784-797. https://doi.org/10.1108/01409171011065590