This article examines the role of family structure on joint decision to purchase a vacation by Malaysian spouses and the moderation effect of joint product usage. The impetus for this research emanates from the fact that a number of family decision-making studies have recognized joint decision between husband and wife, but none of these has considered the impact of family structure on joint decision between spouses. A field survey of Malaysian couples was conducted to understand the impact of family structure (namely, strong vs weak cohesive family and modern vs traditional family) and joint usage on joint decision. The results show that family structure has significant impact on joint decision to purchase a vacation. The greater impact of strong cohesive family and modern family over weak cohesive family and traditional family respectively are not dependent on joint usage. Theoretical and managerial implications of the findings are discussed.
Davis, H.L. and Rigaux, B.P. (1974) ‘Perception of Marital Roles in Decision Processes’, Journal of Consumer Research11: 51–62; Wilkes, E.W. (1975) ‘Husband-Wife Influence in Purchasing Decisions - A Confirmation and Extension’, Journal of Marketing Research 7(May): 224–7; Davis, H.L. (1976) ‘Decision Making Within the Household’, Journal of Consumer Research 2(4): 241–60; Filiatrault, P. and Brent Ritchie, J.R. (1980) ‘Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units’, Journal of Consumer Research 7(September): 131–40.
2.
Davis, H.L. (1970) ‘Dimension of Marital Roles in Consumer Decision-Making’, Journal of Marketing Research7(May): 168–177; Davis, H.L. (1971) ‘Measurement of Husband-Wife Influence in Consumer Decision Process’, Journal of Marketing Research 8: 305–12.
3.
Hempel, D.J. (1975) ‘Family Role Structure and Housing Decisions’, in M.J. Schlinger (ed.) Advances in Consumer Research 2, pp. 71–80. Chicago, IL: Association for Consumer Research.
4.
Ferber, R. and Lee, C.L. (1974) ‘Husband-Wife Influence in Family Purchasing Behaviour’, Journal of Consumer Research1(June): 43–50.
5.
Shuptrine, F.K. and Samuelson, G. (1976) ‘Dimension of Marital Roles in Consumer Decision Making: Revisited’, Journal of Marketing Research7(February): 87–91.
6.
Burns, A.C. (1977) ‘Husband and Wife Purchase Decision-Making Roles: Agreed, Presumed, Conceded and Disputed’, in William Perreault (ed.) Advances in Consumer Research 4, pp. 50–55. Chicago, IL: Association for Consumer Research.
7.
Ndubisi, N.O. and Koo, J. (2006) ‘Family Structure and Joint Purchase Decisions: Two Products Analysis’, Management Research News29(1/2): 53–64.
8.
Holdert, F. and Antonides, G. (1997) ‘Family Type Effects on Household Members' Decision Making’, in M. Brocks and D.J. McInnis (eds) Advances in Consumer Research, 24, pp. 48–55. Provo, UT: Association for Consumer Research.
9.
Holdert and Antonides, ref. 8 above.
10.
Stafford, M.R. (1996) ‘Marital Influence in the Decision-Making Process for Services’, Journal of Services Marketing10(1): 6–21.
11.
US Bureau of Census (1986) Population Profile in the United States, U.S. Series P-20, No. 324. Washington, DC: US Government Printing Office.
12.
Coser, R.L. (1974) The Family: Its Structures & Functions. New York: St. Martin's Press.
13.
Murdock, G.P. (1949) Social Structure. New York: The MacMilan Co.
14.
Reiss, I.L. (1965) ‘The University of the Family: A Conceptual Analysis’, Journal of Marriage and the Family27: 443–453.
15.
Cox, E.P. (1975) ‘Family Purchase Decision Making and the Process of Adjustment’, Journal of Marketing Research12: 189–195.
16.
Kirchler, E. (1989) Buying Decisions in the Private Household. Gottingen: Hubert & Co.
17.
Olson, D.H., McCubbin, H., Barnes, H.L., Larsen, A.S., Muxen, M.J. and Wilson M.A. (1989) Families: What Makes Them Work?Beverly Hill, CA: Sage Publications.
18.
Fitzpatrick, M.A. (1984) ‘A Typology Approach to Marital Interaction: Recent Theory and Research’, in L. Berkowitz (ed.) Advances in Experimental Social Psychology 18, pp. 2–47, New York: Academic Press.
19.
Kirchler, ref. 16 above.
20.
Corfman, K.P. and Lehmann, D.R. (1987) ‘Models of Cooperative Group Decision Making and Relative Influence: An Experimental Investigation of Family Purchase Decisions’, Journal of Consumer Research14: 1–13.
21.
Ferber, R. (1973) ‘Family Decision-Making and Economic Behavior’, in E.B. Sheldon (ed.) Family Economic Behavior: Problems and Prospects. Philadelphia, PA: J.B. Lipindt Co.
22.
Davis, ref. 1 above.
23.
Hagenaars, A.J.M. and Wunderink-Van Veen, S.R. (1990) Soo Gewonne Soo Verteert [Economics of the Household Sector]. Leyden: Stenfert Kroese.
24.
Kirchler, ref. 16 above.
25.
Davis, ref. 1 above.
26.
Hagenaars and Wunderink-Van Veen, ref. 23 above.
27.
Kirchler, ref. 16 above.
28.
Kirchler, ref. 16 above.
29.
Howard, D.R. and Madrigal, R. (1990) ‘Who Makes the Decision: The Parent or the Child? The Perceived Influence of Parents and Children on the Purchase of Recreation Services’, Journal of Leisure Research22(3): 8–13.
30.
Scanzoni, J. and Szinovacz, M. (1980) Family Decision Making: A Developmental Sex Role Model. Beverly Hills, CA: Sage Publications.
31.
Green, R.T. and Cunnigham, I.C.M. (1975) ‘Employment Status, Feminine Role Perception and Family Purchasing Decisions’, Journal of Business Research4: 313–324.
32.
Schwenk, N. (1983) ‘Exploratory Analysis of Husband-Wife Decision Making’, Unpublished Master's thesis, Maryland: University of Maryland.
33.
Armstrong, G. and Kotler, P. (2003) Marketing: An Introduction. Upper Saddle River, NJ: Prentice Hall.
34.
Armstrong and Kotler, ref. 33 above.
35.
Filiatrault and Brent Ritchie, ref. 1 above;
36.
Leisen B. (2001) ‘Image Segmentation: The Case of a Tourism Destination’, Journal of Services Marketing15(1): 49–66.
37.
Davis, ref. 1 above; Beatty, S. and Talpade, S. (1994) ‘Adolescent Influence in Family Decision Making: A Replication with Extension’, Journal of Consumer Research21(September): 332–341; Shuptrine and Samuelson, ref. 5 above; Yavas, U., Babakua, E. and Delener, N. (1994) ‘Family Purchasing Roles in Saudi Arabia: Perspectives from Saudi Wives’, Journal of Business Research 31: 75–86.
38.
Davis and Rigaux, ref. 1 above.
39.
Kirchler, ref. 16 above.
40.
Holdert and Antonides, ref. 8 above.
41.
Davis and Rigaux, ref. 1 above; Holdert and Antonides, ref. 8 above; Belch, M.A. and Willis, L.A. (2001) ‘Family Decision at the Turn of the Century: Has the Changing Structure of Households Impacted the Family Decision-Making Process?’, Journal of Consumer Behaviour2(2): 111–124.
42.
Sher, K.J. and Trull, T.J. (1996) ‘Methodological Issues in Psychopathology Research’, Annual Review of Psychology47: 371–400.
43.
Ndubisi and Koo, ref. 7 above.
44.
Moschis, G.P. and Moore, R.L. (1979) ‘Family Communication and Consumer Socialization’, Advances in Consumer Research6: 359–363.
45.
Carlson, L., Grossbart, S. and Tripp, C. (1990) ‘An Investigation of Mothers' Communication Orientation and Patterns’, Advances in Consumer Research17: 840–872.
46.
Holdert and Antonides, ref. 8 above.
47.
Moschis and Moore, ref. 43 above.
48.
Hair, J.F. Jr, Anderson, R.E., Tatham, R.L. and Black, W.C. (1998) Multivariate Data Analysis (5th Edition). Upper Saddle River, NJ: Prentice Hall Inc.
49.
Hair et al., ref. 47 above.
50.
Hair et al., ref. 47 above.
51.
Moschis and Moore, ref. 43 above.
52.
Carlson et al., ref. 44 above.
53.
Hair et al., ref. 47 above.
54.
Hair et al., ref. 47 above.
55.
Hair et al., ref. 47 above.
56.
Davis, ref. 1 above.
57.
Kirchler, ref. 16 above.
58.
Ndubisi, N.O. (2004) ‘Understanding the Salience of Cultural Dimensions on Relationship Marketing, Its Underpinnings and Aftermaths’, Cross Cultural Management11(3): 70–80.
59.
Hofstede, G. (1980) Culture's Consequences. Thousand Oaks, CA: Sage Publications.
60.
Hofstede, G. and Bond, M.H. (1998) ‘The Confucius Connection: From Cultural Roots to Economic Growth’, Organizational Dynamics (Spring): 5–21.
61.
Hofstede, ref. 58 above; Hofstede and Bond, ref. 59 above.
