There are some people in the online world who prove to be more influential than others in terms of the information they provide to the public. For example, exclusive and time-sensitive price data or reviews of new products are the types of information that these third-party individuals seem motivated, even compelled, to offer to as many people as possible. Much to the initial annoyance of companies, such information bears importantly on influencing actual purchasing behavior.
Who controls the proverbial purse strings? Husband and wife decision-making in nonconventional households (in which the wife is the primary income earner).
Couples in these households going to elaborate lengths to avoid or disguise the wife’s role as primary earner.
Revisiting the old theory: Who is actually playing the “gatekeeper” role in household purchases?
The time-consuming but gratifying process of data-gathering via face-to-face interviewing and observing couples in their natural contexts.