Models of Cooperative Group Decision-Making and Relative Influence: An Experimental Investigation of Family Purchase Decisions

Abstract

A conceptual framework is developed that provides a description of group decisionmaking processes in conflict situations. Selected implications of this framework as it applies to family purchase tasks are tested using experimental data provided by couples making sequences of product choice decisions. Models tested include power-related resources and power use-related goals as determinants of relative influence. Results indicate that relative preference intensity and the outcomes of preceding joint decisions consistently made the strongest contributions to relative influence.