There has been considerable research in the field of marketing concerning the family decision-making process. Most research is conducted as though individuals make decisions independently of other household members (Kasulis and Hughes, 1984). However, it was found that husbands and wives performed different roles in purchasing decisions. Employing a convenient sample of 50 couples of married college students, Kenkel (1961) discovered that husbands assume an instrumental role in helping their spouse make final purchasing decisions while wives assume an expressive role to decide on color, style, and design which conform with social norms. Davis (1970) further improved the idea of the roles of husband and wife in purchasing decisions. The results of his study rejected the belief that family purchasing decisions took a unidimensional or bidimensional role structure.