“IS THERE NO MIDDLE WAY?”:A RESEARCH ON COUPLES’ INFLUENCE STRATEGIES

The purpose of this study is to identify strategies that will influence what spouses use to persuade each other in the process of house renting or buying. In this context married couples living in Tokat were identified as population of the study and a questionnaire was applied to 300 married consumers that were selected by convenience sampling. Descriptive statistics and exploratory factor analysis were applied to data. The results shows that married couples are used six influence strategies including emotional reactions, persuasion, use of expertise and authority, impression management, suggesting information gathering, and consensus. The strategies most preferred by participants are to consensus and gather information. The least utilized strategy is the impression management. In light of these results some suggestions were developed for practitioners and researchers