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Chapter 12Household Decision Making
By Michael R. Solomon
Consumer BehaviorBuying, Having, and Being
Sixth Edition
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The Family
• Defining the Modern Family– Extended Family: Consists of three generations living
together and often includes grandparents, aunts, uncles, and cousins.
– Nuclear Family: A mother and a father and one or more children
• Just What Is A Household?– Family Household:
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The Family Life Cycle
• Family Life Cycle (FLC)– Concept that combines trends in income and family
composition with the changes in demands placed upon this income to segment households.
• FLC Models– Focuses on longitudinal changes in priorities which is
valuable in predicting demand for specific product categories over time.
– Four variables are necessary:• (1)• (2)• (3)• (4)
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Family Life Cycle
Figure 12.1
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VIDEO: DDB Worldwide
• DDB Worldwide, as the advertising agency in charge of revamping J.C. Penney’s image, had to address the special challenge of reaching working moms.
Click image to play video.
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The Intimate Corporation:Family Decision Making
• Collective Decision Making– A process in which more than one person is
involved in the purchasing process for products or services to be used by multiple consumers
• Household Decisions– Consensual Purchase Decision:
– Accommodative Purchase Decision:
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Household Conflict
• Conflict: occurs when there is not complete agreement in family members’ needs and preferences.
• Factors determining the degree of family decision conflict:– Interpersonal need:– Product involvement and utility:– Responsibility:– Power:
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• This Kudos advertisement tries to explain that the product will satisfy two members of the household for different reasons.
• What type of family decision have the mother and son made?
Discussion Question
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Group/Family Decision Making
• Decision Roles:– Influencer: influences the purchase decision.– Gatekeeper:– Decider: makes the final decision regarding a
purchase.– Buyer: engages in the actual transaction/ purchase.– Preparer: prepares the purchased goods for use.– User: uses the purchased good(s).– Maintainer: maintains or takes care of the good(s).– Disposer: chooses when and how to dispose of the
good(s).
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Sex Roles and Decision-Making Responsibilities
• Autonomic Decision
• Syncratic Decision
• There is a shift in decision making toward more compromise and turn-taking.
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Identifying the Decision Maker
• Family Financial Officer (FFO):
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Who Buys the Pants?
• Although many men still wear the pants in the family, it’s women who buy them.
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Identifying the Decision Maker
• Four Factors Determine the Degree to Which Decisions will be Made Jointly by One or the Other Spouse
– Sex-role stereotypes:– Spousal resources:– Experience:– Socioeconomic Status:
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Children As Decision Makers:Consumers-In-Training
• Primary Market:
• Influence Market:– Parental Yielding: Occurs when a parental
decision maker is influenced by a child’s request and “surrenders.”
• Future Market:– Kids eventually grow up to be adults.
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Kids’ Influence on Household Purchases
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Family Decision Making
• Children often determine the products and brands they use.
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Consumer Socialization
• Consumer Socialization
• Influence of Parents:– Parents’ influences in consumer socialization
are both direct and indirect.
• Television: “The Electric Babysitter”:– The more children are exposed to television, the
more they will accept images depicted as real.
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Consumer Socialization (cont.)
• Sex Role Socialization:– Children pick up on the concept of gender
identity as early as age one or two.
• Stage of Cognitive Development– The ability to comprehend concepts of
increasing complexity
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Marketing Research and Children
• Product Testing:– A particularly helpful type of research with
children.– Involves watching kids play with toys or
involving them in focus groups
• Message Comprehension:– Children differ in their ability to process product-
related information– Ethical issues must be considered when
directing advertising appeals at children
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Product Testing
• Lego did research to learn how boys and girls play with their building toys.