Abstract:
Dowry is an important and considerably significant aspect of Pakistani marriages. Being a cultural taboo, people generally believe that dowry is not a topic people can discuss openly. Due to this, there are a lot of contrasting beliefs and behaviors when it comes to the exchange of dowry. There may be a lot of communication factors that affect the exchange of dowry. This research identifies all such communication factors that are responsible for the difference in beliefs and behaviors of the respondents. The research is primary in nature and 407 respondents were studied through questionnaires. The respondents were divided into Elderly and Young respondents. One of the major communication factors responsible for the difference in beliefs and behaviors is that religious clerics should inform the public about the menace of dowry and try to eradicate it from the society and that people cannot discuss the topic of dowry with the in-laws of their children as it is a cultural taboo. The research was carried out in Pakistani educated working urban class; the sample was chosen through a sample of convenience.
