Family Decision-Making And Advertising
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.
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: ads speak to the individual. But is it not high time to change the focus?
The family has evolved into what business research calls a DMU, a decision-making unit.
Decisions taken in the business world are the result of a complicated process of interaction between influential individuals in the company. In families a similar process is evolving: 'Marriages are like firms'. Among the principal values present in modern families are understanding, equality and compromise. This applies in the wider sense, but is certainly valid as regards consumer behaviour within the family.
What else does this article talk about?
- Marketing to children
- Marketing to families
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