Housewife Product Communication Activity Patterns
Robert M March1, Margaret W Tebbutt1
1a Department of Management , University of Queensland , Australia.
The Journal of Social Psychology
|February 1, 2017
Summary
Australian housewives primarily exchange opinions on household products, challenging traditional views of opinion leaders and followers. This dominant communication pattern highlights the importance of peer-to-peer influence in consumer behavior.
Area of Science:
- Consumer Behavior
- Communication Studies
- Marketing Research
Background:
- Traditional communication theories often emphasize opinion leaders and followers.
- Understanding consumer communication patterns is crucial for marketing strategies.
- Limited research has extensively explored interpersonal communication dynamics for household products.
Purpose of the Study:
- To investigate the communication behaviors of Australian housewives regarding household products.
- To test hypotheses about four communicator types: leaders, followers, exchangers, and isolates.
- To analyze both mass media and interpersonal communication patterns.
Main Methods:
- A sample of 125 housewives from a consumer panel participated.
- Participants completed a 24-hour Time Diary detailing communication activities.
- Factor analysis was employed to analyze communication data.
Main Results:
- All predicted communicator types (leaders, followers, exchangers, isolates) were identified.
- Opinion exchange emerged as the dominant communication pattern among housewives for household products.
- Opinion leaders and followers were less frequent than anticipated, contrary to traditional theories.
Conclusions:
- Interpersonal opinion exchange is a significant driver of consumer behavior for household products.
- The findings challenge established models of personal influence in marketing.
- Consumer communication research should account for the prevalence of opinion exchangers.
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