A model of family decision making

Abstract

Provides a perspective by which to look at interactions within a family unit (notably man and wife) that lead to purchasing decisions by that unit. Reveals a model for analysing the interactions of family members in decision making. Discusses the interaction processes influencing perceptions of priority, utility and debt. Looks at the differences of families with different social classes, age groups and member orientation. Investigates potential uses of the model with regard to marketing management, adevertising, product planning and market research.

Citation

Pollay, R.W. (1968), "A model of family decision making", European Journal of Marketing, Vol. 2 No. 3, pp. 206-216. https://doi.org/10.1108/EUM0000000005254