Spousal Attitude Towards Exerting Conflict Resolution Strategies in Decision Making

Abstract

Family is one entity that has complex variables underplaying the consumption decisions, and marketers must understand how couples behave in concert to resolve conflict across major decisions. In this study, the family aspects are investigated to shed more light on spouse attitude towards family decision-making for selection of car and school/college for their ward and assess the impact of attitudinal factor on decision satisfaction. The drop-off/pick-up method was used to collect the data from Northern India. The result reveals that spousal attitude is formed by marital power, assertiveness, subtle manipulation, love, bargaining and being submissive. Results of multiple regression analysis show that subtle manipulation is most and marital power has a negative impact on spouses’ decision satisfaction. Thus, when targeting a family for a significant trades assay, the salesperson should focus on both husband and wife and stimulate a conversation between them to appeal to their conjoint kinship.