Podcast
Questions and Answers
What is a nuclear family?
What is a nuclear family?
What does an extended family include?
What does an extended family include?
What is a household?
What is a household?
A single person living alone or a group of individuals living together in a common dwelling.
What does the family life cycle refer to?
What does the family life cycle refer to?
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What are some changing trends in household structure?
What are some changing trends in household structure?
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What role does a gatekeeper play in household decision roles?
What role does a gatekeeper play in household decision roles?
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What are instrumental roles in a household?
What are instrumental roles in a household?
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What do expressive roles indicate?
What do expressive roles indicate?
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What factors can lead to conflicts within households?
What factors can lead to conflicts within households?
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What is a husband-dominant decision?
What is a husband-dominant decision?
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What is a wife-dominant decision?
What is a wife-dominant decision?
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What is an autonomic decision?
What is an autonomic decision?
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What is a syncretic decision?
What is a syncretic decision?
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How do children influence household decisions?
How do children influence household decisions?
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What should marketers recognize about household roles?
What should marketers recognize about household roles?
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Study Notes
Family Structures and Definitions
- Nuclear family consists of a father, mother, and their children.
- Extended family includes the nuclear family plus grandparents, aunts, uncles, and cousins.
- Household refers to either a single individual living alone or a group of individuals sharing a dwelling, not necessarily related.
Family Life Cycle and Consumer Behavior
- Family life cycle outlines stages based on parents' ages and the number of children at home.
- Spending typically increases from young singles to young married couples and peaks, then sharply declines with older singles or couples.
- Households in transition phases of the life cycle are more likely to change brand preferences and be receptive to marketing.
Trends Influencing Household Structure
- Delayed marriage and cohabitation arise from prioritizing careers, cohabiting to minimize debt, and changing social norms.
- Dual-career families exhibit higher discretionary spending but face role overload due to time constraints on domestic duties.
- Divorce reshapes household structures, impacting consumption patterns.
- Smaller family sizes lead to higher spending on individual children; childless couples often have more discretionary income for dining and entertainment.
- Same-sex couples represent another evolving household structure.
Household Decision-Making Roles
- Gatekeeper collects and controls information relevant for household decisions.
- Influencer expresses opinions to sway decision-making.
- Decider determines the chosen product or service.
- Buyer is responsible for purchasing the product.
- User is the household member who utilizes the product or service.
Role Types in Buying Decisions
- Instrumental roles relate to practical tasks affecting decisions, such as timing and quantity of purchases.
- Expressive roles indicate family norms and preferences, influencing aesthetic choices like color or style.
Household Conflicts
- Conflicts may arise from reasons for purchasing, decision-maker, option selection, and product use.
- Joint decisions are more common when associated perceived risks are high, decisions are significant, and there is ample time for deliberation.
Decision-Making Dynamics
- Husband-dominant decisions often pertain to tools and hardware purchases.
- Wife-dominant decisions typically involve children's clothing, groceries, and toiletries.
- Autonomic decisions may occur with equal likelihood between spouses but not collaboratively, covering items like men’s clothing and luggage.
- Syncretic decisions are made jointly, often regarding vacations and major home appliances.
Influence of Children in Decision-Making
- Children aim to influence household decisions regarding acquisition, usage, and disposal of products.
- Parents’ involvement reduces children’s influence, particularly in conservative families.
- Children use strategies like bargaining and emotional appeals; parents utilize expert and directive approaches.
Marketing Implications
- Marketers should recognize that targeting only deciders or purchasers may overlook other influential roles within the household.
- For instance, when marketing toys, considering parents as influencers and purchasers is crucial, as they hold significant decision-making power.
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Description
Test your knowledge on key terms related to household and social class influences. This quiz includes definitions of essential concepts such as nuclear family, extended family, and household dynamics. Perfect for sociology students looking to reinforce their understanding of family structures.
