Sex role orientation and conflict resolution in the joint purchase decisions of spouses : Does ethnicity matter?

Purpose – The purpose of this paper is to investigate how the effects of sex role orientation (SRO) on conflict resolution strategies vary across ethnic groups. Design/methodology/approach – A questionnaire was used with a sample of 295 husbands and 288 wives of British White, Indian and African Black origin residents of London and Manchester in the UK. Findings – The results showed that SRO had a significant impact on conflict resolution strategies for both husbands and wives across the three British ethnic groups. A modern SRO encourages bargaining within all the three ethnic groups and playing on emotion, disengagement and assertiveness for Indians and African Black husbands. In addition, a modern SRO increases bargaining for African Blacks wives and playing on emotion, supplication and assertiveness for British Whites wives. Research limitations/implications – Overall, the paper provides substantial evidence of differences in the use of conflict resolution strategies by husbands and wives from the three ethnic groups. Originality/value – The paper contributes to knowledge about differences in the effects of SRO on conflict resolution strategies used in joint purchase decisions for major household durables in a multicultural country.