Usage Versus Ownership: Suggestions for Refining Studies of Time Savings and Wives’ Employment

Considers the mixed results of studies linking between wives′employment and time‐saving behaviours. Argues that a possible explanation is found in limited conceptual frameworks, inconsistent use of concepts, and insufficiently sensitive research measures. Concludes that both studies, and product development and promotion, should utilize a broadened conceptual framework of consumer time restraints, rather than just wives′ employment.