Abstract
Husband-wife decision making is investigated by looking at the distribution of utilities to the two participants, introducing concepts of priorities, distributive justice and utility debts. Samples of the bargaining process are presented. Relation of this model to traditional concepts and potential applications of this model to marketing are also discussed. © 1968, MCB UP Limited
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CITATION STYLE
APA
Pollay, R. W. (1968). A model of family decision making. European Journal of Marketing, 2(3), 206–216. https://doi.org/10.1108/EUM0000000005254
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