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].
Family decision-making and advertising
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.
