A good wife? When marital reputation shapes economic choices

Are our purchases truly driven by rational, consistent choices that aim to maximise well-being while minimising costs? This is the assumption at the heart of neoclassical economics, which relies on the theoretical figure of the homo economicus—a rational, self-directed economic agent. Yet this model has long been contested. Cognitive biases, emotional influences, and the weight of social dynamics all shape the decisions we make.

Consider, for example, the breadmaking machine you purchased last year under your partner’s skeptical gaze. Used once or twice at most, it now gathers dust on the kitchen counter. Now, when the idea of buying a soda maker – praised enthusiastically on social media – crosses your mind, you might hold back, already imagining your partner’s disapproving looks. While such dilemmas may seem trivial, the stakes are far greater in households with tight budgets, where financial decisions carry real consequences.

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Dialogues économiques is a digital journal published by the Aix-Marseille School of Economics (AMU, CNRS, EHESS, Centrale Méditerranée). A gateway between academic research and society, Dialogues économiques provides all citizens with the keys to economic reasoning. Articles are published every two weeks.

Take the case of a woman in a low-income household, responsible for everyday purchases using money provided by her husband. This dynamic is common in many developing countries, particularly in sub-Saharan Africa. Could a husband’s judgment cause his wife to hesitate before making a risky but potentially beneficial purchase—such as buying unfamiliar seeds a merchant claims will yield more abundant harvests?

That is precisely the question that drew the attention of economists Nina Buchmann, Pascaline Dupas, and Roberta Ziparo. Experts in development economics, the trio launched a large-scale experiment in Malawi, a rural country of 18 million people in East Africa, and one of the world’s poorest nations. 

A question of reputation?

The economists' hypothesis was inspired by two earlier studies. In 2007, Pascaline Dupas sought to determine whether the purchase price of a mosquito net—a key tool in the fight against malaria—affected how likely it was to be used. To test this, Kenyan households were given vouchers that altered the final cost of the net. The findings challenged prevailing assumptions: receiving the net for free did not reduce its usage. However, one detail stood out. Women were more inclined to purchase the net when the voucher was issued to both members of the couple, rather than to the woman alone. This suggested a hesitation to make purchases whose value their husbands could not directly assess¹.