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Male Breadwinner Ideology and the Inclination to Establish Market Relationships University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln Marketing Department Faculty Publications Marketing Department (CBA) 2016 Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy Michaela Haase Freie Universität Berlin, [email protected] Ingrid Becker Friedrich-Alexander-Universität Erlangen-Nürnberg, [email protected] Alexander Nill University of Nevada, Las Vegas, [email protected] Clifford J. Shultz II FLoyolololaw U nthiivers sitandy C haicddagoit,ion cshalultz@luc works.e adut: http://digitalcommons.unl.edu/marketingfacpub JamesPa rWt of. Ge thentrAdvy ertising and Promotion Management Commons, Business Administration, UMnaivnerasitgeyme of Nnetbr, aasndka– OLipencorlant, ionjgenstr [email protected], Business and Corporate Communications Commons, Gender and Sexuality Commons, Marketing Commons, Organizational Behavior and Theory Commons, Other Social and Behavioral Sciences Commons, Politics and Social Change Commons, Sales and Merchandising Commons, Social Policy Commons, and the Social Psychology and Interaction Commons Haase, Michaela; Becker, Ingrid; Nill, Alexander; Shultz, Clifford J. II; and Gentry, James W., "Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy" (2016). Marketing Department Faculty Publications. 36. http://digitalcommons.unl.edu/marketingfacpub/36 This Article is brought to you for free and open access by the Marketing Department (CBA) at DigitalCommons@University of Nebraska - Lincoln. It has been accepted for inclusion in Marketing Department Faculty Publications by an authorized administrator of DigitalCommons@University of Nebraska - Lincoln. Published in Journal of Macromarketing 36:2 (June 2016), pp 149-167. doi 10.1177/0276146715576202 Copyright © Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz II, and James W. Gentry; published by SAGE Publications. Used by permission. Published online March 23, 2016. digitalcommons.unl.edu Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy Michaela Haase,1 Ingrid Becker,2 Alexander Nill,3 Clifford J. Shultz II,4 and James W. Gentry5 1 Freie Universität Berlin, Berlin, Germany 2 Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany 3 University of Nevada, Las Vegas, NV, USA 4 Loyola University Chicago, Chicago, IL, USA 5 University of Nebraska–Lincoln, Lincoln, NE, USA Corresponding author — Michaela Haase, Freie Universität Berlin, Marketing Department, Arnimallee 11, Berlin 14195, Germany; [email protected] Abstract A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which in- fluence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-meth- ods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideol- ogy, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and the vignette study both show ideologies interact in the way individuals make sense of them or allow them to influence their decisions. The results have implications for the way families and markets are organized, such as the supply of labor of men and women and the offerings of care-related public and private services in a broader marketing system. Keywords: gender, family, market relationships, social relationships, factorial survey, macromarketing, marketing systems, mixed- methods, economic organization, abduction Introduction understanding of male breadwinning (cf. Ylikoski and Aydi- nonat 2014); it suggests which ideologies could have furthered “Breadwinning” is a dominant concept in family sociology or caused male breadwinning in concrete historical situations. (Warren 2007) and other areas of family research within a wide With respect to theory, we build on what Dubois and Gadde variety of disciplines (e.g., Commuri and Gentry 2005; Lewis (2002, p. 558) call “an articulated preconception” of theories 2003; Reilly 1982). Building upon previous macromarketing on ideologies. A mixed-methods approach (Creswell et al. 2003; studies (Nill and Shultz 2010), this article aims at the identifi- Harrison 2013; Harrison and Reilly 2011) or abductive research cation of ideas and values, and subjective factors that influence strategy (Dubois and Gadde 2002) was used. The procedure is this phenomenon. It also explores the connection of ideas and characterized by the interaction of information retrieved from values to ideologies (frameworks of ideas). Objective factors theories and empirical studies (see also Campbell and Fiske of influence on male breadwinner ideology (MBI) have been 1959; Jick 1979) and is thought to expand the understanding of studied in detail (Warren 2007); the impact of subjective fac- constructs, theory and empirical findings. An overview of the tors is still under-researched. Thus, another primary aim is the research process is found in Table 1. development of an analytical instrument, the Male Breadwin- The article is organized as follows. First, we approach male ner Model (MBM), to supplement studies of objective factors breadwinning as a macromarketing issue, discuss concepts of of influence on the phenomenon and to guide future research. ideology, and describe relevant German institutions. We then The MBM is a plausible explanatory framework to improve our describe the qualitative study, ideas and values from which led 149 150 Haase et al. in Journal of Macromarketing 36 (2016) to the development of a MBM and the identification of five ide- (1) The MBI influences the access to resources achieved ologies of relevance for male breadwinning: political ideology, through paid labor. With it, the MBI influences the type economic ideology, domesticity ideology, gender ideology, and and number of “players” in markets, and in organizations family ideology. Next, we analyzed how these ideologies are acting on markets. For example, the MBI has a profound related via shared ideas and values. Ideologies have an objec- influence on deciding whether one partner of the family tive dimension that can be studied without reference to indi- should primarily stay at home. viduals or groups who believe in them. However, without indi- (2) The MBI has an impact on the type of offerings wished for viduals or groups who believe in ideas, who share beliefs and as market offerings (compared with non-market “offerings” values with others, and make them the basis of decisions, ide- resulting from household production). Thus, the MBI plays ologies are unlikely to become practical and to have impact on a part in the discussion about the provision of care for chil- any marketing system. Finally, we conducted a vignette study dren and the elderly. From an economic perspective, the that contributes to the development of instruments, which can MBI can be translated into a preference for household pro- inform private as well as public decision-making units about duction over the services provided by non-profit organiza- the ideologies relevant for actual as well as potential market- tions (including governments) or for-profit organizations in ing systems and the influence they have on the demand for par- the fields of health and care-related offerings. ticular offerings. The article ends with a discussion, including (3) The MBI influences the type and the degree of govern- directions for future research. mental versus private contributions to the social good, which are accepted or wished-for in a market system. Thus, the MBI is also a public policy issue. Male Breadwinner Ideology as a Macromarketing Issue Concepts of Ideology Influence on Marketing Systems Ideologies are mental phenomena to which individuals and The MBI assumes that the husband should be the primary collective entities such as groups and organizations implicitly income provider and the wife should be the primary caretaker or explicitly refer in the process of decision-making (Nill and of the family and household. The MBI shapes marketing sys- Shultz 2010). Ideologies have both subjective and objective tems as follows: Male Breadwinner Ideology and Market Relationships 151 dimensions that interact, and they both restrict and enable mar- (1994), we use the expression “shared ideology” for cognitively ket processes. Ideologies influence the ways actors conceive and shared frameworks of ideas or belief systems (see also Van Dijk enact their roles in market and non-market relationships and, ac- 2006). That an ideology is shared within a group means that the cordingly, the economic organization and type and number of group members refer to the same ideology, though not necessar- relationships in marketing systems “embedded in a social ma- ily to the same degree and to all ideas in a framework of ideas. trix” (Layton 2009, p. 354). Shared ideologies create a disposition to act in accordance with Groups, organizations, communities, or nation-states can be a particular ideology
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