Research raises questions on purchasing habits of fathers

07/2/2013 | MediaPost Communications

Surveys often indicate an increase in the percentage of fathers taking on a major role in parenting and household purchasing, but those results are not so impressive when mothers are surveyed, writes Stephanie Azzarone. "The household purchasing categories for which dads are entirely responsible are what might be considered traditionally 'male.' ... Once you talk about categories such as food and household cleaning supplies, the numbers drop dramatically -- down to single digits," she writes.

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