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The purpose of this article is to investigate the impact of Chinese women's changing roles (traditional and modern) and perceived marital happiness on their adoption of different conflict resolution strategies in family purchase decision making (FPDM). It also explores how the relationships vary for women whose marriages have short and long durations.

The paper is framed by and builds on literature on conflict resolution strategies and female role orientation (FRO) in FPDM. Data for this study come from a survey with 735 married Chinese women.

The paper demonstrates that traditional and modern FRO have differential effects on the adoption of conflict resolution strategies, and the relationships are significantly moderated by marriage duration.

It sheds light on the changing female roles and marital happiness on conflict …