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Measuring influence in the family decision making process using an observational method

Measuring influence in the family decision making process using an observational method Many consumer behaviour researchers have concluded that using self reports in the measurement of influence in family decision making may provide data which is not reflective of actual influence among family members. This suggests the need for different methods of obtaining influence data. This paper reports the development and preliminary application of an observed influence scale; a scale developed to measure actual influence using content analysis of videotaped family interactions. This observational method determines the relative influence of family members over three stages of the decision making process. The scale is tested on nuclear families with two adolescents, 89 from New Zealand and 24 from Singapore. The analysis indicates the scale has strong predictive and face validity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Measuring influence in the family decision making process using an observational method

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References (48)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522759810214262
Publisher site
See Article on Publisher Site

Abstract

Many consumer behaviour researchers have concluded that using self reports in the measurement of influence in family decision making may provide data which is not reflective of actual influence among family members. This suggests the need for different methods of obtaining influence data. This paper reports the development and preliminary application of an observed influence scale; a scale developed to measure actual influence using content analysis of videotaped family interactions. This observational method determines the relative influence of family members over three stages of the decision making process. The scale is tested on nuclear families with two adolescents, 89 from New Zealand and 24 from Singapore. The analysis indicates the scale has strong predictive and face validity.

Journal

Qualitative Market Research An International JournalEmerald Publishing

Published: Aug 1, 1998

Keywords: Decision making; Consumer behaviour; Interaction; Influence; Family life

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