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Observation of a strategic household purchase decision
Author(s) -
Grønhaug Kjell,
Kleppe Ingeborg Astrid,
Haukedal Willy
Publication year - 1987
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220040307
Subject(s) - renting , apartment , affect (linguistics) , marketing , business , term (time) , psychology , civil engineering , physics , communication , quantum mechanics , political science , law , engineering
The present paper focuses on strategic household purchase decisions; i.e., major, complex buying decisions with long‐term bindings of economic resources. An in‐depth study of house buying in two‐career households demonstrated preferences (goals) to be ambiguous, and consequences to be modestly understood and partly uncovered after the purchase. Only a few alternatives were considered, and they were from different broad need‐satisfying categories such as purchase of apartment or house, or renting. No direct comparisons of alternatives were observed to take place. The purchase decisions were based on few, very crude decision criteria working as guidelines for judging whether or not the alternatives considered were acceptable, while the final choice seemingly was made according to an affect‐referral decision rule.