Case Study on Human Behavior

Literature Review

Alice E., Courtney, & Sarah W.,(1971) have surveyed different magazines to study the role of women in magazine advertisements and found that the print advertisements rarely showed women in working roles. They appear independently only for inexpensive purchases and for expensive purchases men are brought into advertisements.

Davis., (1971) has proposed a multi-trait-multi method approach for determining convergent and discriminant validity for the measurement of purchase influence. His findings show relatively high correlations between the Blood and Wolfe index and seven automobile decisions for both husbands and wives.

Harry Davis L., (1970) has selected automobile and furniture to study the dimensions of husband and wife roles in consumer purchase decisions to analyze the extent of husband's and wife's agreements in their perception of roles. His study revealed that there is an inverse relationship between influence in automobile purchase decisions and influence in the purchase of furniture.

James C., (2012) studied the feminine role and family purchase decisions in selected durables: refrigerator, two wheeler, washing machine and television. Her study revealed that women play a dominant role in purchases of refrigerators and washing machines, whereas husbands' domination in purchases of televisions and two wheelers does exist concurrently.

Jeffrey (1971) in his studies states that one of the key variables in studying the role of risk handling in the consumer decision process is self-confidence. When making problem solving purchase choice decisions, low self-confidence consumers would be defensive or indecisive.

Joseph N. Fry and Fredrick H. Siller (1970), in their study, compared elements of the purchase decision processes of working and middle class housewives under the relatively controlled condition of a simulated shopping behavior. Comparison of search, brand preference and deal sensitivity measures for the two social classes reveal a fairly high degree of similarity in observed behavior during the shopping simulation.

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