The purpose of this paper is to investigate how the effects of sex role orientation (SRO) on conflict resolution strategies vary across ethnic groups.
A questionnaire was used with a sample of 295 husbands and 288 wives of British White, Indian and African Black origin residents of London and Manchester in the UK.
The results showed that SRO had a significant impact on conflict resolution strategies for both husbands and wives across the three British ethnic groups. A modern SRO encourages bargaining within all the three ethnic groups and playing on emotion, disengagement and assertiveness for Indians and African Black husbands. In addition, a modern SRO increases bargaining for African Blacks wives and playing on emotion, supplication and assertiveness for British Whites wives.
Overall, the paper provides substantial evidence of differences in the use of conflict resolution strategies by husbands and wives from the three ethnic groups.
The paper contributes to knowledge about differences in the effects of SRO on conflict resolution strategies used in joint purchase decisions for major household durables in a multicultural country.
