Abstract
Abstract Research on consumer behavior has placed considerable importance on identifying which member of a couple makes purchase decisions. However, numerous studies have relied solely on the response of one member, assuming that both are sufficiently in agreement, despite the lack of any clear support for this assumption of dyadic consensus. The aim of this study is to elucidate this question in tourism decisions, using a larger contemporary sample than those employed in other major studies. A further novelty of the study was to determine whether agreement could have been due to chance. Evidence was found of differences in the perception that each member of a couple had of the influence exerted. However, the degree of discrepancy between them depended on the aspect considered. The theoretical and practical implications of these findings are then discussed.
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