Consumer Behavior 101: Family and Household - Conflict Resolution in Household Decisions

What It Is

Conflict and resolution in household decisions refer to the process by which family members negotiate and resolve differences in their preferences, values, and priorities when making purchasing decisions together. A canonical example of this concept is the "Family Decision-Making Unit" (FDU) model, which was first introduced by James U. McNeal in 1965. According to this model, family members work together to make decisions, with each member bringing their unique perspectives and influencing the final outcome. This matters for understanding consumers because it highlights the importance of considering the social dynamics within households when developing marketing strategies.

Key Terms & Concepts

• Family Decision-Making Unit (FDU): A group of family members who work together to make purchasing decisions. (McNeal 1965)
• Role Theory: The idea that family members have different roles and responsibilities that influence their decision-making behavior. (Bateson 1955)
• Conflict Resolution: The process by which family members negotiate and resolve differences in their preferences and values. (Pavlov 1927)
• Social Influence: The process by which family members influence each other's attitudes and behaviors. (Asch 1951)
• Family Life Cycle: The stages that families go through as they grow and develop, influencing their purchasing behavior. (Hill 1949)
• Family Size: The number of family members, which can impact purchasing decisions and household dynamics. (McNeal 1965)
• Family Structure: The composition of the family, including the presence of children, working parents, and other factors. (Hill 1949)
• Decision-Making Style: The way in which family members make decisions, including whether they are autocratic, democratic, or laissez-faire. (Bateson 1955)
• Family Values: The shared values and priorities of family members, which influence their purchasing decisions. (Fishbein 1963)
• Need Recognition: The process by which family members become aware of their needs and wants. (Kotler 1967)
• Opportunity Recognition: The process by which family members identify opportunities to satisfy their needs and wants. (Kotler 1967)
• Actual Self: The person's current self-concept, which influences their purchasing behavior. (Markus 1977)
• Ideal Self: The person's desired self-concept, which influences their purchasing behavior. (Markus 1977)
• Self-Concept: The person's perception of themselves, which influences their purchasing behavior. (Markus 1977)
• Social Learning Theory: The idea that people learn new behaviors by observing and imitating others. (Bandura 1977)
• Cognitive Dissonance: The feeling of discomfort that people experience when they hold conflicting attitudes or values. (Festinger 1957)

Common Misunderstandings

• Misunderstanding: Conflict and resolution in household decisions only occur in large families.
• Correction: Conflict and resolution can occur in families of all sizes, including small families and single-parent households. (McNeal 1965)
• Misunderstanding: Family members always make decisions together.
• Correction: While family members often work together to make decisions, some family members may have more influence or control over the decision-making process. (Bateson 1955)
• Misunderstanding: Conflict and resolution in household decisions only occur over major purchases.
• Correction: Conflict and resolution can occur over a wide range of purchases, including everyday items and luxury goods. (Fishbein 1963)

Quick Application / Identification

Scenario: A couple is deciding whether to buy a new car. The husband wants a sports car, while the wife wants a family-friendly SUV. Who is likely to have more influence over the decision?

Answer: The wife is likely to have more influence over the decision because she is the primary caregiver and has a greater need for a family-friendly vehicle. Explanation: This is an example of social influence, where the wife's role and responsibilities influence her decision-making behavior.

Scenario: A family is deciding whether to go on a vacation. The children want to go to an amusement park, while the parents want to go to a beach resort. What is the likely outcome of this decision-making process?

Answer: The decision is likely to be a compromise, with the family choosing a destination that meets the needs of both the children and the parents. Explanation: This is an example of conflict resolution, where the family members negotiate and resolve their differences to reach a decision.

Scenario: A family is deciding whether to buy a new TV. The father wants a large screen, while the mother wants a smaller screen. What is the likely outcome of this decision-making process?

Answer: The decision is likely to be made by the father, who has more influence over the decision due to his role as the primary breadwinner. Explanation: This is an example of decision-making style, where the father's autocratic style influences the decision-making process.

Last-Minute Revision

• James U. McNeal introduced the Family Decision-Making Unit (FDU) model in 1965.
• Role Theory was first introduced by Gregory Bateson in 1955.
• Social Learning Theory was developed by Albert Bandura in 1977.
• Cognitive Dissonance was first described by Leon Festinger in 1957.
• The Family Life Cycle was first described by Reuben Hill in 1949.
• The Actual Self and Ideal Self concepts were first introduced by Hazel Markus in 1977.
• Self-Concept is a key concept in Social Learning Theory.
• Social Influence is a key concept in Conflict Resolution.
• Decision-Making Style is a key concept in Family Decision-Making.
• Family Values are a key concept in Family Decision-Making.
• Need Recognition and Opportunity Recognition are key concepts in Consumer Behavior.
• The Family Decision-Making Unit (FDU) model is not the same as the Family Life Cycle.
• Conflict and resolution in household decisions can occur over a wide range of purchases, not just major items.
• Family members may have different decision-making styles, not just autocratic or democratic.
• Social Learning Theory is not the same as Social Influence.