Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy

Haase M, Becker I, Nill A, Shultz II CJ, Gentry JW (2015)

Publication Language: English

Publication Type: Journal article, Review article

Publication year: 2015

Journal

Journal of macromarketing SAGE Publications (UK and US)

Publisher: SAGE Publications (UK and US)

Book Volume: 36

Pages Range: 149-167

Journal Issue: 2

URI: http://journals.sagepub.com/doi/abs/10.1177/0276146715576202

Abstract

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and the vignette study both show ideologies interact in the way individuals make sense of them or allow them to influence their decisions. The results have implications for the way families and markets are organized, such as the supply of labor of men and women and the offerings of care-related public and private services in a broader marketing system.

Authors with CRIS profile

Ingrid Becker Institut für Wirtschaftswissenschaft

Involved external institutions

University of Nevada Las Vegas US United States (USA) (US) Loyola University Chicago US United States (USA) (US) University of Nebraska-Lincoln US United States (USA) (US)

How to cite

APA:

Haase, M., Becker, I., Nill, A., Shultz II, C.J., & Gentry, J.W. (2015). Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy. Journal of macromarketing, 36(2), 149-167.

MLA:

Haase, Michaela, et al. "Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy." Journal of macromarketing 36.2 (2015): 149-167.

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