Blood And Wolfe's Decision-Making Theory

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One of most frequently tested hypotheses in family purchase decision making is the theory of resources which is first introduce Blood and Wolfe, (1960). According to Blood and Wolfe the power to make decisions stems primarily from the resources that the individual can provide to upgrade his decision-making skills and to meet the needs of his marriage partner. The resources consist of education, income, occupational status, decision-making ability, competence, personal attractiveness, the performance of each partner in the various roles of homemaker, companion, sex partner, and so on. For example, the greater the relative amount of income that the wife contributes to the household, the greater her decision-making power might be. In other words, if the wife possesses resources such as a college education or high occupational status, the husband’s right…show more content…
It consists of a high degree of flexibility in the distribution of marital power, transition towards an equalitarian marital ethic, and the importance of education, occupation, and income in defining a person’s status in the society.
The Blood and Wolfe (1960) theory has received empirical support from researchers. The increased in educational levels and occupational attainment of women for the past several decades have caused considerable movement in the perceptions of men and women toward equalitarian views in FPDM. Wife’s contacts with outside the family increased the wife’s power within the home because she had a chance to improve decision-making skill outside the family (Kandel, 1973).
Studies in India support the theory of resources. Indian wives’ resources, such as their education and occupation were positively related to their power in decision making. According to Conklin (1988), Indian wives with more resources have more

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