Usage versus ownership: Suggestions for refining studies of time savings and wives’ employment

Studies linking wives’ employment and time-saving behaviors have generally exhibited mixed, and sometimes contradictory results, often yielding little or no support for what seems to be an intuitively obvious connection. This article argues that a possible explanation is found in limited conceptual frameworks, inconsistent use of concepts across studies, and insufficiently sensitive research measures. The results of a case study of the microwave oven market are used to illustrate possible research refinements and to discuss implications for product design and promotional campaigns.