Family decision-making and advertising

Fred Bronner

Fred Bonner, professor of media and advertising research at the University of Amsterdam, argues that the family is evolving into a democratic DMU (decision-making unit), and that conventional research and advertising that concentrate on the individual’s attitudes and motivations are often misplaced.

Family Decision-Making And Advertising

Fred Bronner University of Amsterdam

Democracy in families is growing fast. Consequently, there is a strong move from individual to joint decisions, which has serious implications for advertising[1].

Marriages are like firms

In market research it is still the individual who is interviewed and analysed. And the same applies to the advertising world:...

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