Abstract
Existing research on household decision making is reviewed in terms of three questions: (1) Which family members are involved in economic decisions? (2) What is the nature of family decision processes? and (3) Are decision outcomes affected by differences in family role structure and decision strategies? Problem areas related to each of these questions are discussed, including an overemphasis on decision roles rather than processes and outcomes, noncomparable and insufficient measures of purchase influence, and marketing's preference for individual-based models of consumer behavior.
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