Purpose – The purpose of this article is to compare the consumer decision‐making behavior between married and cohabiting couples. Design/methodology/approach – Data were collected from 40 cohabiting couples and 53 married couples in a western state via a self‐administered questionnaire....

Reports on a study to determine the influence of acculturation in Hispanic, Asian and black communities to US customs and practices regarding direct response purchasing behavior of self‐image projective products. A survey of students attending a western state university was conducted. The...