Methods of studying economic decisions in private households

Author(s)

Erich Kirchler, Laura Winter, Elfriede Penz

Abstract

Research on joint decision-making processes in households is particularly relevant for marketing, especially for understanding who decides what to buy in purchasing decisions and how decision processes evolve. However, the investigation of such complex processes requires adequate research methods to account for the dynamics in close relationships. We provide a critical overview of past research in the arena of economic decision-making among couples, concentrating on methodological issues. After describing different types of decisions we proceed by describing findings on interaction dynamics, including the nature and occurrence of conflicts. In reviewing relationship structures we focus on the dimensions of harmony and power. The descriptive process model utilized includes the partners' use of influence tactics, as well as the emergence of utility debts at the end of a decision-making process. Reviewing the adequacy of various research methods, observational and survey techniques are discussed as conventional psychological research methods. The Vienna Partner Diary is introduced as novel method and suggested as being useful for collecting data on the complex interaction processes in the everyday life of couples.

Organisation(s)

Department of Occupational, Economic and Social Psychology

External organisation(s)

Wirtschaftsuniversität Wien (WU)

Journal

Revista Critica de Ciéncias Sociais

Volume

111

Pages

81-108

No. of pages

26

DOI

https://doi.org/10.4000/rccs.6467

Publication date

2016

Peer reviewed

Yes

Austrian Fields of Science 2012

501029 Economic psychology

Keywords

ASJC Scopus subject areas

Social Sciences(all)

Portal url

https://ucrisportal.univie.ac.at/en/publications/methods-of-studying-economic-decisions-in-private-households(a2e48d21-a1d2-4df1-96b7-27b56e32f20e).html