1.

Husband-Wife Decision-Making:
- Husband-wife decision-making involves four patterns: husband-dominated, wife-
dominated, joint, and autonomic decisions. The relative influence of each spouse
depends on the product or service category.
- Example: In the past, decisions like purchasing a new car were often husband-
dominated, but modern trends show shifts, with women influencing a significant portion
of car purchases.
2. Cultural Differences in Husband-Wife Decision-Making:
- Content: Cultural norms influence husband-wife decision-making patterns, with
variations observed across different cultures and regions.
- Example: Research comparing decision-making in China and the United States revealed
differences, such as fewer joint decisions among Chinese couples and more husband-
dominated decisions. Urban-rural disparities were also noted, with urban couples in
China more likely to share purchase decisions equally.
3. Children's Influence on Family Decision-Making:
- Children increasingly influence family purchasing decisions, employing strategies like
rational arguments, consultation, and ingratiating behavior.
- Example: Teen Internet mavens, proficient in online research, exert significant influence
on family purchase decisions, particularly regarding technology and entertainment
products.
4. Children as Three Markets:
- Children represent three distinct markets: primary, influencer, and future markets,
influencing family purchases and forming brand preferences from an early age.
- Example: Marketers target children as influencers in advertising for food products and
vacations, emphasizing subtle portrayals of children's involvement without overtly
pressuring parents.
5. Adult Children Caring for Aging Parents:
- As parents age, adult children often assume caregiving roles and participate in joint
decision-making regarding medical care, housing, and consumer purchases.
- Example: Adult children may make decisions about assisted living arrangements or
healthcare services on behalf of their aging parents, mirroring the decision-making
dynamics of husband-wife relationships.
6. Measuring Family Decision-Making:
- Measuring family decision-making can be challenging due to differing perspectives
among family members. Surveys are commonly used to assess individual influences and
perceptions within the family.
- Example: Marketers design survey instruments to gauge the influence of each family
member in different consumer situations, providing insights into decision-making
dynamics and preferences within the family unit.
7. Family Members' Roles:
- Family members assume various roles in the decision-making process and consumer
behavior, including gatekeepers, influencers, deciders, buyers, preparers, users,
maintainers, and disposers.
 - Example: In a household, parents often act as gatekeepers, controlling the information
that reaches the family, especially through media devices. Children may serve as
influencers, providing input on product or service choices, such as recommending a
specific model of a car. Parents typically act as deciders, having the final say in purchase
decisions, even if influenced by other family members. Buyers are responsible for
managing the actual purchase, such as one spouse handling home decor purchases
while the other manages transportation purchases. Children may also take on roles like
preparers, using products like foods for family consumption, or maintainers, performing
household chores like vacuuming. Finally, family members collectively play roles in
disposing of products or discontinuing services, such as deciding to replace an old
appliance.

1. Husband-Wife Decision-Making:
Keywords: Husband-wife, decision-making, patterns, influence, product category.
2. Cultural Differences in Husband-Wife Decision-Making:
Keywords: Cultural differences, husband-wife, decision-making, norms, variations, regions.
3. Children's Influence on Family Decision-Making:
Keywords: Children, influence, family, decision-making, strategies, mavens.
4. Children as Three Markets:
Keywords: Children, three markets, primary, influencer, future, family purchases, brand
preferences.
5. Adult Children Caring for Aging Parents:
Keywords: Adult children, aging parents, caregiving roles, joint decision-making, medical care,
housing.
6. Measuring Family Decision-Making:
Keywords: Measuring, family decision-making, surveys, perspectives, influences, perceptions.
7. Family Members' Roles:
Keywords: Family members, roles, decision-making process, consumer behavior, gatekeepers,
influencers, deciders, buyers, preparers, users, maintainers, disposers.