Consumer Behavior 101: Family and Household - Changing Household Structures Single Parents Cohabitation SameSex Empty Nest Boomerang

Changing Household Structures

What It Is

Changing household structures refer to the diverse and evolving family forms that exist beyond the traditional nuclear family. A notable example is the rise of single-parent households, which have increased significantly in recent decades. For instance, in the United States, the number of single-parent households has grown from 9% in 1960 to 27% in 2020 (U.S. Census Bureau, 2020). This shift in household structures matters for understanding consumers and building marketing strategy, as it affects consumer behavior, purchasing decisions, and brand loyalty.

Key Terms & Concepts

• Single-parent household: A household with one parent and one or more children, often resulting from divorce, separation, or the death of a spouse.
• Cohabitation: Living together in a romantic relationship without being married, often with the intention of eventually getting married.
• Same-sex household: A household with two partners of the same sex, either married or cohabiting.
• Empty nest: A household with no children living at home, often resulting from children leaving for college or starting their own families.
• Boomerang child: A child who returns to their parents' home after leaving, often due to financial or personal reasons.
• Family life cycle: A model that describes the stages of family development, from young singles to empty nesters and beyond (Hill, 1970).
• Family decision-making: The process by which family members make decisions together, often involving a hierarchical structure (Hill, 1970).
• Parental involvement: The level of involvement parents have in their children's lives, which can affect consumer behavior and purchasing decisions (McNeal, 1992).
• Household composition: The number and types of individuals living in a household, which can influence consumer behavior and market segmentation (Bryant, 1985).
• Family size: The number of children in a household, which can affect consumer behavior and market segmentation (Bryant, 1985).
• Family structure: The type of family arrangement, such as single-parent, two-parent, or blended family (Hill, 1970).
• Family role: The position or status of an individual within a family, such as parent, child, or sibling (Hill, 1970).
• Family values: The beliefs and principles that guide family behavior and decision-making (McNeal, 1992).
• Family lifestyle: The way a family lives, including their habits, routines, and preferences (Bryant, 1985).

Common Misunderstandings

• Misunderstanding: Single-parent households are always poor or struggling.
• Correction: Single-parent households can be at various income levels, and many single parents are middle-class or upper-class (McNeal, 1992).
• Misunderstanding: Cohabitation is always a precursor to marriage.
• Correction: Many cohabiting couples choose not to get married, and some may even break up without getting married (Amato, 2001).
• Misunderstanding: Empty nesters are always older adults.
• Correction: Empty nesters can be at various ages, and some may experience this stage earlier or later in life due to factors such as children's education or career choices (Hill, 1970).

Quick Application / Identification

Scenario: A single mother with two children is considering purchasing a new car. She has a limited budget and is looking for a reliable and affordable vehicle. Which household structure concept is most relevant to her decision-making process?

Answer: Single-parent household. Explanation: As a single parent, she may prioritize practicality and affordability over other factors, such as style or features, due to her limited budget and responsibility for her children.

Scenario: A couple is considering cohabiting before getting married. Which household structure concept is most relevant to their decision-making process?

Answer: Cohabitation. Explanation: As they consider cohabiting, they may weigh the benefits and drawbacks of living together without being married, including factors such as financial stability, emotional readiness, and long-term commitment.

Scenario: A family with two children is experiencing the empty nest stage. Which household structure concept is most relevant to their decision-making process?

Answer: Empty nest. Explanation: As they adjust to having no children at home, they may reassess their priorities and spending habits, potentially focusing on travel, hobbies, or other interests that they had put on hold during their children's upbringing.

Last-Minute Revision

• Hill (1970): Developed the family life cycle model.
• McNeal (1992): Studied parental involvement and its effects on consumer behavior.
• Bryant (1985): Examined household composition and its influence on consumer behavior.
• Amato (2001): Investigated cohabitation and its relationship to marriage.
• U.S. Census Bureau (2020): Reported the growth of single-parent households in the United States.
• Family life cycle stages: Young singles, young couples, childbearing years, middle age, and old age.
• Family decision-making hierarchy: Parent-child, husband-wife, and extended family.
• Parental involvement levels: High, moderate, and low.
• Household composition types: Nuclear family, single-parent household, blended family, and extended family.
• Family size categories: Small (1-2 children), medium (3-4 children), and large (5+ children).
• Family structure vs. family composition: Family structure refers to the type of family arrangement, while family composition refers to the number and types of individuals living in a household.
• Family values vs. family lifestyle: Family values refer to the beliefs and principles that guide family behavior, while family lifestyle refers to the way a family lives, including their habits, routines, and preferences.