The term status refers to a social position social positions nay be defined along many dimensions. It is important to gain an understanding of the occupational status concept and the perspectives from which it may be viewed. Four areas of potential differences among Housewives, Working Women and Career Women will be investigated: (1) types of stores shopped for apparel, (2) times at which apparel shopping is conducted, (3) the dimensional structure of store attributes relevant to apparel purchases and (4) information source importance in apparel purchases. In this regard, the product area of apparel is especially important, because one of the primary ways an individual displays status to others is through apparel (Belk 1978, Holman 1980). If this congruence is found, the second objective of the research will be to examine differences among the self-ascribed status groupings of women in terms of retail patronage variables. One important research hypothesis, therefore, is whether this implied congruence between externally-ascribed and self-ascribed occupational status actually is present for woman. In consumer research on such externally ascribed occupational status groupings, professionally employed women often are implicitly assumed to view themselves as "careert" women, while women having sales-clerical jobs are frequently assured to hold "working" women self-perceptions, and 'unemployed' women assumed to view themselves as housewives (e.g. For example, professional-managerial, sales-clerical and unemployed occupational categories are three externally-ascribed status categories into which many women are often grouped by researchers (Miller, Schooler, Kohn and Miller 1979 Greenberg, Straight, Hassenger, and Roska 1978 Tumin 1967). housewife, working woman, career woman) and her externally-ascribed occupational status. The first is to explore the overlap between a woman's self-ascribed perception of her occupational status (i.e. behavior of career women and the "just-a-job" working women is dramatic evidence of the need to go beyond the perspective of (employed) women as a monolithic group." We must go beyond a simplistic comparison of working women with housewives if we are to understand these two kinds of markets. Joyce and Guiltinan 1978 Hafstrom and Dunsing 1978 Bartos 1977).īased on empirical findings that support the validity of a three-member occupational typology for women, Bartos (1977 p. Later studies, however, utilized a three member typology: housewives, "working" women and "career" women where "working" women were defined as those who viewed their employment as a job and worked primarily for financial reasons, and "career" women were those who viewed their employment as a career and worked primarily for self-fulfillment (e.g. Anderson 1972 Douglas 1976 Strober and Weinberg 1977). Investigations conducted at the outset of this stream of research tended to dichotomize women into only two groups: employed and unemployed (e.g. Bartos 1977 Lazer and Smallwood 1977 McCall 1977). Since the early 1970's there has been a steady research stream concerned with the increasing occupational diversity of women and the relationship of this occupational diversity to women's behavior as consumers (e.g. WOMEN'S SELF-ASCRIBED OCCUPATIONAL STATUS AND RETAIL PATRONAGEĮlizabeth C. Monroe, Ann Abor, MI : Association for Consumer Research, Pages: 648-654.Īdvances in Consumer Research VolPages 648-654 Hirschman (1981) ,"Women's Self-Ascribed Occupational Status and Retail Patronage", in NA - Advances in Consumer Research Volume 08, eds.
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