Persuasion in Family Decision-Making

Abstract

This study evaluates the influence strategies used by husbands and wives in resolving disagreements concerning purchase decisions. It also identifies those characteristics of the individuals and of the situation that affect the spouse's use of influence. The results suggest that there are several socioeconomic and life-cycle variables that discriminate among groups of individuals who vary not only in the intensity of influence used, but also in the particular combination or mixes of influence strategies used. The results also indicate that most partners' perceptions of each other's influence attempts do not agree.