Abstract
A new group oriented methodology is applied to the study of decision dominance structures using a sample of 155 husband and wife dyads from a midwestern consumer panel. A frequency analysis within family dominance groups reveals the five most important decision criteria used by that group of families to make a purchase of men's and women's clothing, vacations, life insurance, and homeowner/renter insurance. Differences in decision structure across classifications are also examined. Possible explanations for these differences are discussed.
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