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Family decision at the turn of the century: has the changing structure of households impacted the family decision‐making process?
Author(s) -
Belch Michael A.,
Willis Laura A.
Publication year - 2002
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.94
Subject(s) - wife , decision making , sample (material) , process (computing) , psychology , marketing , decision process , social psychology , sociology , business , economics , political science , law , management science , computer science , chemistry , chromatography , purchasing , operating system
Evaluation of husbands' and wives' influence in family decision making is heavily reliant on studies conducted in the 1970s and 1980s. Since that time, profound changes have occurred in the American family. These changes may have affected the nature of decision making in the household. To examine the degree to which earlier findings are still generalisable today, hypotheses are developed and tested with a contemporary sample of 458 men and women. Results suggest that there have been significant changes in the roles assumed in the family decision‐making process, with the wife gaining more influence in all decision areas. The results indicate that marketers must re‐examine their marketing strategies for some products and/or services. Possible theoretical explanations are suggested to explain why these changes may have occurred. Copyright © 2002 Henry Stewart Publications.