Although it is well-known that the U.S. population is increasingly
culturally diverse, cultural diversity within U.S. households is less
recognized. This study investigates the effects of cultural dynamics on
decision roles and influence within the binational household. In
particular, the authors study households in which one spouse is from the
United States and the other is an immigrant. The analysis uses survey
data and in-depth interviews. Cultural competence (i.e., knowledge of
country of residence) as a source of expert power and as a form of
cultural capital in family decision making emerge as overarching themes.
The authors also find that one family member may engage in cultural
compensatory mechanisms in consumption in response to the immigrant
family member’s sacrifices (i.e., moving to the United States). The
authors close with a discussion of the implications for family
decision-making theory, marketers, and society. [ABSTRACT FROM AUTHOR]