American Society: Families and Households

The Nature of Households Households v. Families Households v. Families Types of Families Types of Families Family household Family household Nonfamily household Nonfamily household Blended family Blended family Nontraditional family Nontraditional family

Household Life Cycle Why is it useful? Why is it useful? Single I Single I Young Couples: No Children Young Couples: No Children Full Nest I Full Nest I Single Parent I Single Parent I Middle-Aged Single Middle-Aged Single

Household Life Cycle Empty Nest I: Middle Aged Married w/o Kids Empty Nest I: Middle Aged Married w/o Kids Delayed Full Nest I: Older Married w/ Yong Children Delayed Full Nest I: Older Married w/ Yong Children Full Nest II: Middle Aged Married with Children at Home Full Nest II: Middle Aged Married with Children at Home Single Parent II: Middle Aged Single with Kids at Home Single Parent II: Middle Aged Single with Kids at Home Empty Nest II: Older Married Couples Empty Nest II: Older Married Couples Older Single Older Single

Marketing Strategy Based on HLC HLC/Occupational Category Matrix HLC/Occupational Category Matrix

Family Decision-Making Definition Definition Similarities to organizational buying Similarities to organizational buying Differences Differences Roles in Family Purchasing Roles in Family Purchasing Types Types Husband-dominant Husband-dominant Wife-dominant Wife-dominant Joint Joint Individual Individual

Family Decision Making Child Dominant Decision-making Child Dominant Decision-making Direct v. Indirect Influence Direct v. Indirect Influence

Family Decision Making Who makes the decision? Who makes the decision? Culture/Subculture Culture/Subculture Role Specialization Role Specialization Degree of Involvement Degree of Involvement Personal Characteristics Personal Characteristics Conflict Resolution Conflict Resolution Six strategies Six strategies

Marketing Strategy & Decision Making How can marketers use this process? How can marketers use this process?

Consumer Socialization Definition Definition Piaget’s Stages of children to Learn Piaget’s Stages of children to Learn Sensorimotor intelligence Sensorimotor intelligence Preoperational thoughts Preoperational thoughts Concrete operations Concrete operations Formal operations Formal operations

Consumer Socialization Content of Consumer socialization Content of Consumer socialization Consumer skills Consumer skills Consumption-related preferences Consumption-related preferences Consumption-related attitudes Consumption-related attitudes Process of Consumer Socialization Process of Consumer Socialization Instrumental training Instrumental training Modeling Modeling Mediation Mediation

Observations in Supermarket Observing Observing Making Requests Making Requests Making Selections Making Selections Making Assisted Purchases Making Assisted Purchases Making Independent Purchases Making Independent Purchases

The Ethics of Marketing to Children Unhealthy Products Unhealthy Products Limited Information Processing Limited Information Processing Direct mail Direct mail Internet Internet Break between programming and commercial Break between programming and commercial