Women’s employment has been researched as a crucial consumer behavior construct, particularly if distinctions between nonworking, just-a-job, and career orientations are maintained. Cultural role changes as well as increased unemployment in some sectors have caused females to adopt coprovider and primary provider status within the household. This suggests that male participation in the labor force as well as degree of commitment to it might also prove of importance to the marketer. A model of household role structure formation and resulting marketplace tactics will be offered, together with possible areas of investigation within this broadened typology of employment by both spouses.
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- Occupational Status Within the Household: An Approach to Segmentation
Carol J. Kaufman