A Temporal Dynamic Model of Spousal Family Purchase-Decision Behavior
Su and colleagues examine family purchase-decision dynamics to help marketers target communication messages, shape brand choice and guide personal selling. They calibrate a dynamic simultaneous equations model of spousal behaviour, asking what the interactions between spouses are within a single purchase decision and how spousal behaviour changes across decisions. The results indicate that spouses tend not to reciprocate coercion within a discrete decision and adjust their behaviour over time.
Su and colleagues examine family purchase-decision dynamics to help marketers target communication messages, shape brand choice and guide personal selling. They calibrate a dynamic simultaneous equations model of spousal behaviour, asking what the interactions between spouses are within a single purchase decision and how spousal behaviour changes across decisions. The results indicate that spouses tend not to reciprocate coercion within a discrete decision and adjust their behaviour over time.
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FURTHER VERIFIED, SUPPORTING RATHER THAN LOAD-BEARING. Su, C., Fern, E. F., & Ye, K. (2003). A Temporal Dynamic Model of Spousal Family Purchase-Decision Behavior. Journal of Marketing Research, 40(3), 268-281. doi:10.1509/jmkr.40.3.268.19234.