1. husband-wife
decision making
vani suri
mark thomas
thomas watson

2. outline
1 household decision making model
2 types of decision making
3 influences on decision making
4
spousal influence
5 video – rules of engagement
6
analysis of video
7 conclusion & questions

3. the
household
decision
making
model

4. 5
roles

5. influencers
decision
purchasers consumers
makers
information
gathers

6. types
of
decision
making

7. 1 2
3 4

8. 1
traditional 2
matriarchal
equalitarian autonomous

9. 1 2
matriarchal
equalitarian autonomous

10. 1 2
equalitarian autonomous

11. 1 2
autonomous

12. 1 2

13. influences
on
decision
making

14. the
product

15. husbands and wives can become
the
specialised in different areas, often
according to product type
product

16. husbands and wives can become
the
specialised in different areas, often
according to product type
e.g.
product
male-dominated: car, insurance
female-dominated: food, school
joint: vacations

17. changing
gender
roles

18. equalitarian and matriarchal views
have stemmed from the increasing
changing
role of women in the 21st century
gender
roles

19. equalitarian and matriarchal views
have stemmed from the increasing
changing
role of women in the 21st century
gender
roles
from women becoming more prominent in the workplace

20. resource
theory

21. the person who earns the most
money in a relationship will have
resource
the greatest say in the decision
making process
theory

22. the person who earns the most
money in a relationship will have
resource
the greatest say in the decision
making process
theory
but, this theory does not assume that a couple’s
resources can be ‘pooled’

23. the person who earns the most
money in a relationship will have
resource
the greatest say in the decision
making process
theory
but, this theory does not assume that a couple’s
resources can be ‘pooled’
even though one may earn more than the
other, it doesn’t mean they have more
influence in the DMP

24. spousal
influence

25. there are various
ways that husbands and
wives can influence each
other’s decision…

26. 6
expertise

27. 6
expertise
legitimise

28. 6
expertise
legitimise
bargaining

29. 6
expertise
legitimise
bargaining
rewards

30. 6
expertise
legitimise
bargaining
rewards
emotion

31. 6
expertise
legitimise
bargaining
rewards
emotion
impression

32. recap
household
decision types of influences
making decision on decision spousal
model making making influence
1 2 3 4

33. video

34. analysis
of
video

35. roles

36. audrey

37. audrey
autonomous

38. influencers
decision
purchasers consumers
makers
information
gathers

39. audrey
audrey
influencers
audrey & jeff
decision
purchasers consumers
makers
information audrey
gathers audrey

40. influences

41. jeff audrey

42. legitimise, exp
ertise
& emotion
jeff audrey

43. legitimise, exp
ertise
& emotion
legitimise
jeff audrey

44. other influences

45. power
dynamics

46. traditional
power
dynamics
jeff audrey

47. matriarchal
traditional &
autonomous
power
dynamics
jeff audrey

48. resource
theory

49. ! as women earn higher incomes,
they should be taking a more
resource
dominant decision making role
within the household
theory

50. ! as women earn higher incomes,
they should be taking a more
resource
dominant decision making role
within the household
theory
?
multiple pools / joint accounts

51. limitations of video

52. in reality, purchases such as
televisions are likely to be
joint or equalitarian decisions
the video reinforces the
traditional and outdated view
that men should be in charge
of important purchases

53. conclusion

54. marketers need to establish which spouses
undertake the different roles in the DMP,
however, this can be extremely difficult to
predict
marital roles are continuously evolving
marketers and academics should investigate
these emerging consumer groups, in order to
determine the full impact of progressing
dynamics of spousal arrangements

55. q&a

56. thank you