A Spousal Joint Decision Making Exercise: Do Couples Perceive Differences In Influence Tactics Used In Decisions Involving Differing Product Categories And Levels Of Product Disagreement?

Abstract

Past research has indicated that husbands and wives often employ influence tactics to attempt to sway their spouses toward making a final purchase decision (Kirchler 1993, 1995; Nelson 1988; Spiro 1983). This study explores whether those influence tactics differ based on whether couples face product choices in across or within product categories. Also of interest is whether the initial level of disagreement (high or low) experienced by the couple regarding the likelihood of product purchase impacts use of influence tactics in the final joint decision. Given the increased possibility of conflict between spouses when faced with purchase decisions involving different product categories, it is expected that couples will employ a greater level of influence tactics in an effort to persuade their partners in the decision making process and, at the same time, minimize the likelihood of open conflict. It is also thought that higher initial disagreement will be more likely to result in the use of influence tactics in the final joint product decision than lower levels of disagreement. This study found support for these predictions.