How families resolve their disagreements in consumption decisions has long been a topic of interest in marketing. Past findings have broadened our understanding on how family consumption decisions are made, which in turn provides insights to marketing managers. In particular, studies have identified six types of conflict resolution strategies in family decisions. Spouses are known to influence their partner’s decision by playing the role of an expert in the decision; emphasising each party’s role; bargaining the decision in question with other decisions; using reinforcements; adopting emotionally-loaded behavior; and attributing a particular course of action to external causes (Spiro 1983). These conflict resolution strategies follow an individualistic orientation that approaches family disagreement within a dyadic power struggle context. They also emphasize rationality, a dominant core value of the North American culture.
Marketing Issues in Transitional Economies, pp 55-71