Household Money Management: Recognizing Nontraditional Couples

Abstract

This research examines factors related to household financial decision‐making roles. Findings suggest significant differences between traditional couples (first marriages) and nontraditional couples (remarrieds and cohabitors). Marital status appears related to household money management decisions (bank card and checking account management), investment management decisions (planning savings and home investment), and decisions related to financing. Conclusions suggest that nontraditional consumer households may need more sensitive recognition of these differences and that marketers may reduce customer dissatisfaction and embarrassment by more consciously designing programs and materials to communicate such recognition.