The difference in microwave oven ownership and use in London, U.K. and Atlanta, Georgia

Abstract

In the present study of microwave oven ownership and use, three hypotheses were tested with data from 100 households in London, U.K. and 100 households in Atlanta, Georgia. The data were collected with a survey instrument administered by door‐to‐door interviews. The results of the study show that microwave owners are younger, have higher incomes, Larger families, and are more innovative than non‐owners. The study also revealed that country of residence made a great difference in level of use. Households from Atlanta, Georgia, are younger, have larger families, have microwaves with many more features, and have owned a microwave longer than low level microwave users. The research reinforces the need for cross‐cultural studies of this type.