FAMILY INFLUENCE

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Households
Family Households: Married couple, Nuclear family, Extended family Non-Family Households: Unmarried couples, Friends.
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Househol ds

Consumer The process by which Socializatio young people acquire n the skills, knowledge, and attitudes necessary to function as consumers.

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A Simple Model of the Socialization Process

Young Person Other Family Members Influence More Basic Values/Behavior

Friends

Influence More Expressive Attitudes/Behavior

Moral/religious principles Interpersonal skills Dress/grooming standards Manners and speech Educational motivation Occupational career goals

Style Fashion Fads In/Out

Preadolescent 5/15/12

Adolescent

Teens

Older

Other Functions of the Family

Economic well-being Emotional support Suitable family lifestyles

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Eight Roles in the Family Decision-Making Process

ROLE Influencers Gatekeepers Deciders DESCRIPTION

Buyers Preparers Users Maintainers Disposers

Family member(s) who provide information to other members about a product or service Family member(s) who control the flow of information about a product or service into the family Family member(s) with the power to determine or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Family member(s) who make the actual purchase of a particular product or service Family member(s) who transform the product into a form suitable for consumption by other family members Family member(s) who use or consume a particular product or service Family member(s) who service or repair the product so that it will provide continued satisfaction. Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service

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Dynamics of Husband-Wife Decision Making

Husband-Dominated Wife-Dominated Joint Autonomic
Solitary Unilateral Equal

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The Family Life Cycle

Traditional Family Life Cycle
Stage Stage Stage Stage I: Bachelorhood II: Parenthood III: Post parenthood IV: Dissolution

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An Extended Family life Cycle

Middle-Aged Divorced without Children Young Divorced without Children Young Single * Young Married without Children * Young Married with Children * Middle-Aged Married without Children MiddleAged Married with Children * MiddleAged Divorce d with Childre n MiddleAged Married without Depende nt Children *MiddleAged Divorce d without Childre n Older Married * Older Unmarrie d*

Young Divorce d with Children *

Usual Flow Recycled Flow * Traditional Family Flow

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Decisions Influenced by Children

Children influence family decisions to a significant degree Children between the ages of 4 and 12 influence buying decisions Children plead and bargain with their parents to get what they want

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Strategies Used by Adolescents to Influence Decisions

Bargain Use emotion-laden tactics Directly ask Use the expert strategy

How do parents respond? Use a justifiable strategy

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Factors that Help Predict the Influence of Children

Childrens personal resources (income, employment status, grades, parents love and confidence) Childrens age Mothers child-centeredness and attitude toward television or advertising Family communication environment
Socio-oriented ,concept-oriented

Parental style
Authoritarian, authoritative or permissive

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Roles of Family Members in Decision making

Family members often assume varying roles across the five stages of the consumer decision process
Problem recognition Information search Alternative evaluation Choice Post-purchase evaluation

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