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L'impact des habitudes de consommations au sein du foyer - étude en anglais

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Over the past two decades since Sheth's (1974) seminal work on family buying decisions, the effect of the family on consumer behaviour has often been overlooked. However, consumer decision making within the family has begun to receive a growing amount of attention with the increased realisation of the magnitude of the effect that each individual within the family exert over the consumer activities of this primary social group.

This paper investigates the influence that children have on family consumer decision making. It takes the unique approach of investigating purchase influence from the perspective of both the child and the parent. High and low involvement products have been considered, along with children's age and gender, family structure, family decision making process, and a variety of demographic factors.

The paper concludes with a brief examination of the social and ethical implications of this work in the face of the conflicting evidence of other studies which have been undertaken to assess economic benefits associated with advertising. Finally a number of suggestions for future research are offered.

INTRODUCTION

The foundations for the study of how families buy products and services was set by Sheth in the 1974 treatise ' A Theory of Family Buying Decisions '.It has taken some time for consumer decision research to acknowledge the family as a central consuming group. A large obstacle in this metamorphosis was the realisation that family decision types, processes and determinants were not merely an aggregation of individual purchase behaviours. The focus of family consumer research in the past has centred around the dyadic relationship of husbands and wives, and most part ignored the impact that children have on family purchase decision making. Past studies of purchase decision making in families has also largely measured abstract concepts such as power and influence, rather than concentrating on the tangible consumer behaviours of family members in purchase decision processes.

More recently, a transition can be seen away from the dyadic definition of the family, towards consideration of multiple participant decision making. Whereas earlier studies on family decision making only really examined spousal interaction (Davis 1976, Burns 1977, McDonald 1980), greater importance is now being placed on the role and impact of children in decisions (Belch, Belch and Sciglimpaglia 1980, Moschis and Mitchell 1986, Foxman and Tansuhaj 1988). However, the triadic (multi-adic) interaction of mother, father and children in family decision making is still a relatively unexplored area, and the research that has been carried out has developed adhoc with limited attempts made to integrate concepts.

Decision-making activity involving the purchase of goods and services within a family appears to be more of an outcome of group decision making than ever before (Burns, 1992). Such decision-making activity typically involves several family members who play a variety of roles in the process. Furthermore, evidence is building that children play a much greater role in the family decision-making process than has been predicted by previous studies.

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