Indian Journal of Marketing

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A Case of Emotional Decision Making [EDM]


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In the 20th century, for the first time in human history, a society gave birth to feminism and woman's liberation.UN reports on women show that, women make up half of the total world population and contribute 2/3rd of the work hours and yet receive only 1/10th of the world income and own less than 1/100th of the world property. The role of this same woman has undergone a sea change in the family also. This change can be attributed to changing lifestyles, invasion of television channels and aping of the western culture. The traditional family set up is soon giving way, with the husband, wife and children stepping into each other's shoes with ease.
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  • A Case of Emotional Decision Making [EDM]

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Abstract


In the 20th century, for the first time in human history, a society gave birth to feminism and woman's liberation.UN reports on women show that, women make up half of the total world population and contribute 2/3rd of the work hours and yet receive only 1/10th of the world income and own less than 1/100th of the world property. The role of this same woman has undergone a sea change in the family also. This change can be attributed to changing lifestyles, invasion of television channels and aping of the western culture. The traditional family set up is soon giving way, with the husband, wife and children stepping into each other's shoes with ease.