Conflict resolution in family decision making

Abstract

For many consumer purchase decisions, it is the family rather than the individual that is the critical decision making and consumption unit. This idea has been reported in the areas of home purchasing (Cunningham and Green, 1974; Davis and Rigaux, 1974; Musinger, Weber and Hasen, 1975); automobile purchasing (Burns and Granbois, 1977; Qualls, 1988). Family decision making is concerned with how family members interact and influence each other when making purchase choices for the household. Family decision making is very different in many different aspects of the decision making process relative to individual decision making. It is a more complicated process relative to those decisions made individually as there are more people involved in the decision making process and these individuals have different goals and orientations. Different members of the family will have different roles to play. They will try to influence and persuade other members in the decision making process. This type of decision making is also often dynamic and complicated. Davis (1976) suggested that if the decision making is consensual, i.e., family members agree on the desired outcome, the family will rely on predetermined budget, guidelines, make one person responsible for the decision, or engage in problem solving. in problem solving situation, family discussion will focus on questions of facts, and choice will be made that reflects equal consent or agreement among family members.