Family decision at the turn of the century: has the changing structure of households impacted the family decision‐making process?

Michael A. Belch · Laura A. Willis

188 citations0/0 files storedJournal of Consumer Behaviour

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Family Dynamics and Relationships Gender, Labor, and Family Dynamics Consumer Behavior and Market Dynamics

Abstract

Abstract 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.

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References

1986The Bases of Social Power 1974Perception of Marital Roles in Decision Processes 1994Adolescent Influence in Family Decision Making: A Replication with Extension 1989Family Members' Perceptions of Adolescents' Influence in Family Decision Making 1961Husbands and Wives: The Dynamics of Married Living 1980Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units 1987Models of Cooperative Group Decision-Making and Relative Influence: An Experimental Investigation of Family Purchase Decisions 1970Dimensions of Marital Roles in Consumer Decision Making

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