Quotation Kirchler, Erich, Winter, Laura, Penz, Elfriede. 2016. Methods of Studying Economic Decisions in Private Households. Revista Crítica de Ciências Sociais 111 (dez), 81-108.




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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Revista Crítica de Ciências Sociais
Language English
Title Methods of Studying Economic Decisions in Private Households
Volume 111
Number dez
Year 2016
Page from 81
Page to 108
Reviewed? Y
URL http://rccs.revues.org/6467
DOI http://dx.doi.org/10.4000/rccs.6467


Penz, Elfriede (Details)
Kirchler, Erich (Universität Wien, Austria)
Winter, Laura (Universität Wien, Austria)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
5502 Occupational-, industrial psychology (Details)
5517 Organisational psychology (Details)
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