Abstract
Democracy in families is growing fast. Consequently there is a strong movement from individual to joint decisions, which has serious implications for advertising. In the first study described in this paper we try to understand the intricacies of the family decision-making process. A quantitative study was carried out among roughly 300 families, involving several members of individual families. Four choice processes were studied, relating to: savings account, shampoo, car, soft drink. The data show that there is a lot of disagreement in the decision process, especially as regards the weights assigned to the relevant choice criteria. Different influence and conflict-resolution strategies are used in the family. In a second study, group discussions were held with members of the advertising world concerning the implications of these findings. The project is an example of fruitful co-operation between the academic and commercial communication world.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Belch, M.A. and L.A. Willis (2002), “Family decision at the turn of the century: has the changing structure of households impacted the family decision-making process?,” in: Journal of Consumer Behaviour, 2(2), 111–124.
Bronner, A.E. (2003), “Gezinspraak (Family Speak),” Vossiuspers, Amsterdam.
Bronner, A.E. (2004a), “The family as a decision-making unit,” in: Research World, 12(4), 24–25.
Bronner, A.E. (2004b), “Family decision making and advertising,” in: Admap, 39(5), 15–18.
Bronner, A.E., N. Kalfs and P. van Niekerk (2005), “Family matters: the unique selling point of television,” WAM (Worldwide Audience Measurement) Congress, ESOMAR/ARF, Montreal, June 195–219.
Clulow, C. (1993), “New families? Changes in societies and family relationships,” in: Sexual and Marital Therapy, 8(3), 269–273.
Commuri, S. and J.W. Gentry (2000), “Opportunities for family research in marketing,” in: Academy of Marketing Science Review. Online: www.amsreview.org.
Corfman, K.P. and D.R. Lehmann (1987), “Models of co-operative group decision-making and relative influence: an experimental investigation of family purchase decisions,” in: Journal of Consumer Research, 14, 1–13.
Davis, H.L. and B.P. Rigaux (1974), “Perceptions of marital roles in decision processes,” in: Journal of Consumer Research, 1, 51–62.
Ferber, R. and L.C. Lee (1974), “Husband-wife influence in family purchasing behavior,” in: Journal of Consumer Research, 1, 43–50.
Granbois, D.H. and J.O. Summers (1975), “Primary and secondary validity of consumer purchase probabilities,” in: Journal of Consumer Research, March, 31–38.
Grossbard-Shechtman, S. (2003), “A consumer theory with competitive markets for work in marriage,” in: The Journal of Socio-Economics, 31, 609–645.
Hupfer, M. (2002), “Communicating with the agentic woman and the communal man: are stereotypic advertising appeals still relevant?,” in: Academy of Marketing Science Review, 3, 1–15.
Kirchler, E. (1990), “Spouses’ influence tactics in purchase decisions as dependent on conflict type and relationship characteristics,” in: Journal of Economic Psychology, 11, 101–118.
Kirchler, E. (1995), “Studying economic decisions within private households: a critical review and design for a “couple experiences diary”,” in: Journal of Economic Psychology, 17, 393–419.
Labrecque, J. and L. Ricard (2001), “Children’s influence on family decision-making: a restaurant study,” in: Journal of Business Research, 54, 173–176.
Leong, E.K.F., X. Huang, and P. Stanners (1998), “Comparing the effectiveness of the web site with traditional media,” in: Journal of Advertising Research, Sept/Oct, 38, 44–51.
Meyers-Levy, J. and D. Maheswaran (1991), “Exploring differences in males’ and females’ processing strategies,” in: Journal of Consumer Research, 18,1, 63–70.
Nelson, M.C. (1988), “The resolution of conflict in joint purchase decisions by husband and wife: a review and empirical test,” in: Advances in Consumer Research, 15, 436–441.
Palan, K.M. and R.E. Wilkes (1997), “Adolescent-parent interaction in family decision making,” in: Journal of Consumer Research, 24, 159–169.
Rossiter, J.R., L. Percy and R.J. Donovan (1991), “A better advertising planning grid,” in: Journal of Advertising Research, 31(5), 11–21.
Schiffman, L.G. and L.L. Kanuk (1983), “Consumer Behavior,” Prentice Hall, Englewood Cliffs, NJ.
Spiro, R.L. (1983), “Persuasion in family decision making,” in: Journal of Consumer Research, 9(4), 393–402.
Su, C., E.F. Fern and K. Ye (2003), “A temporal dynamic model of spousal family purchasede-cision behavior,” in: Journal of Marketing Research, 40, 268–281.
Valkenburg, P.M. (1998), “Sinterklaasgedachten: de ontwikkeling van kind tot consument (St.Nicholas thoughts: the development from child to consumer),” Het Spinhuis, Amsterdam.
Vaughn, R. (1986), “How advertising works: a planning model revisited,” in: Journal of Advertising Research, 26(1), 57–66.
Vincent, M. and A. Vincent (1996), “Which medium works best?,” in: Admap, June.
Weinberger, M.G., H.E. Spotts, L. Campbell and A.L. Parsons (1995), “The use and effect of humor in different advertising media,” in: Journal of Advertising Research, 35(3), 44–55.
White, R. (2003), “Advertising to men,” in: Admap, 38,3, 12–13.
Author information
Authors and Affiliations
Editor information
Rights and permissions
Copyright information
© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden
About this chapter
Cite this chapter
Bronner, F. (2006). Increasing family democracy and the implications for advertising. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_16
Download citation
DOI: https://doi.org/10.1007/3-8350-5702-2_16
Publisher Name: DUV
Print ISBN: 978-3-8350-0455-9
Online ISBN: 978-3-8350-5702-9
eBook Packages: Business and EconomicsBusiness and Management (R0)