Tài liệu PURCHASING DECISION pptx

Because these participants had neither a shared past nor the prospect of a shared future in front of them, there was no reason for them to show particular commitment to the joint task

Economic Decisions within the

Money and tax (€)

Leadership, advertisement, consumer loyalty etc

Group decision making (economic decisions within the

private household)

IS years of studies

on expenditures and other economic

decisions within the

family

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Decisions within private

Who are the decision makers?

How do decisions proceed?

entscheidung

altruistische altruistische

Bewertung der Bewertung der

Alternativen Alternativen

autonome Entscheidung

Nutzens- regelung synkratische Entscheidung

Power

L<~ Harmony

Altruistic evaluation of

Regulation

of benefit

Syncratic Resolution decision

of conflict

How can decisions be analysed?

Observation in the laboratory and in private settings:

Ad hoc small groups: [n close relationships, processes develop that are unique Typically small groups were mainly observed in the laboratory and were ad hoc acquaintances who had only recently met These volunteers were asked to

perform a task that was neither particularly interesting nor particularly

challenging Because these participants had neither a shared past nor the

prospect of a shared future in front of them, there was no reason for them to

show particular commitment to the joint task and the interactions were at best an ordered series of actions, whilst in close relationships complex patterns of

interaction can develop over a short period of time which can be difficult to

decipher for an external observer

Synthetic families are, compared to partners in close relationships, like a

"good-looking car with no engine" (Kemp, 1970, p 30)

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Correlation between self-perception and the partner perception (results of the

Italian study are shown in brackets; Kirchler, 1999; Kirchler and Berti, 1996)

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Sources of divergence

Different tendencies to provide socially desirable answers

Strong emotions can "blind" participants to the feelings of their partner and to details of social interactions

Unclear remembrance due to relative unimportance of the everyday

events being reported

Finally, it is known from narrative interviews and studies of "accounts of one's own relationship" (Hinde, 1997) that partners construct different images of their shared reality and "plug the gaps" in their own memory so that the past appears consistent, meaningful and logical (Ross, 1989)

When complex information needs to be processed with little time

available, and when events have been perceived and dealt with without much attention and are therefore recalled poorly, then interviewees will often resort to stereotypes, prejudices or schematized images in the hope that reality will 1n correspond to this to some degree (Hastie, 1982)

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Sources

Everyday life at home is marked by a variety of mundane, routine events which are rarely paid any attention Because attention 1s directed elsewhere, the reliability of memory of those events 1s called into question Memory fades if events lie a long time back in the past Saltfort and Roy (1981) compared data from

questionnaires with diary records and found that the diaries reported the purchase

of cheap, unimportant, non-fashionable products far more often than the

questionnaires It 1s probable that in retrospect special events are recalled more often than routine actions

The mood influences the evaluation of events Bower (1981) hypothesizes that

experiences which are congruent with one's feelings are remembered better than those which are incongruent

Everyday life is complex and is structured cognitively by relationship partners in their own subjective manner The private language of the partners is an indication

of the subjective organization of shared events In a questionnaire, the possibilities for subjective structuring of the experienced reality is severely limited

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Examples for high- and low-frequency alternative answers (Schwarz and Scheuring, 1988, p 489)

Questions:

How often do you have sex with your partner?

How often do you masturbate?

( ) several times a day ( ) several times a week

( ) 3 to 4 times per week () once a fortnight

( ) less than once a week ( ) never

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today? How lang hi all were ng nanararnanaaannnnsraranaansnnannnnanssnn

Pa = < Tmf0fes ; ; ;

What issues did you did you how did you (j) Leisure / hobby / travel / OO OOOOOCO

(a) Spending on œOl not at all SSooooo totally! [_] (k) Home (no expenditure) 0000000

(c) Mcmay ruatters QO © a L] 3 How did you feel about your partrership OOOOOOO

occ ccccccccccccccccccccccccccssccccssscccess services, work, recognition received, etc)? cef Pp

If you and your partner did not talk today or did not disagree, entry ends here

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fr ¬

Wid ' decision was? wenbofdecyw un oo000000

How often have you discussed this 0000000 SO ey et nome the result — } 100%

Who started the eđortersaticn? ° wo Ọ - partner each benefit in your last self is 100%

no lnowledge good noadedge What tactics did you each use to try self nmnnnn

kncwledgs oí (ha sghJecti partur OOOCGOœCGœCGœœ to comvince each other? (please 12 3 4 5

How important is the subject forme 0000000 ate sequence; List 1) pirtrur HHHjnHD

cur

money 15 at stake? e® s90 e9 00090000000090009000000009000000069 s60 seo

How objectively dideachof you — self h O lên ne O 7 How well do you remember the me OOOOO

Instructions for completing the diary

Together with your partner, recall all the conversations you have had together today, and what topics were discussed in these conversations Try to remember the conversations accurately, and recall any differences of opinion between you and your partner at the beginning, during, or at the end of the conversation When you have decided together what it was you talked about, and which matters you disagreed about — even if the difference of opinion was only slight — please fill in the diary on your own Begin by stating what you talked about Then answer in detail about the conversations which represented a difference of opinion between you and your partner

Here is some information that you will find useful in completing the diary question sheet:

In general, a box is completed by filling in a number or symbol, and a circle by putting a cross in the relevant one

On the first page of the diary, you will find some possible topics of conversation listed, as well as some statements about feelings

Question 1: This asks whether you and your partner have had a conversation If you have not talked, go straight to question 3; if you did talk to each other, please answer the questions in the order that they appear

Question 2: Here you will find a series of conversation topics The first three relate to economic matters The first 1s about expenditure on a product or service, whether expensive or inexpensive Please specify which product or service it was The second relates to savings, either methods of saving or actual funds Again, please state exactly what type of savings you discussed Your answer on the third topic is the place to mention all the money matters that do not come under the heading of the first or the second topic Question 2 then continues with other subject areas At the end, there is space for subject areas that

do not feature in the list These are for you to fill in yourself as required

Record your feelings during the conversation by putting a "+" in the relevant box if you felt definitely good, and a "-" if you felt definitely bad If, exceptionally, you cannot decide whether your feelings were good or bad, or if you were entirely indifferent, enter the symbol "0"

If you did not talk to your partner on a particular day, or did not disagree, then your entry will end at the bottom of the first page Otherwise, turn to the next page

All the questions on the next page relate to a single conversation with your partner Please answer all the questions There are lists associated with some of the questions Wherever this is the case, please refer to the relevant list Sometimes just one answer

is required; in other cases, you can give more than one answer

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If you talked about several subjects on a given day, or if you discussed one topic several times, please complete a separate copy of the second page for each conversation

Finally, if you happen to be on holiday or away on business at the time, please state this on your answer sheet

On the second page, you are asked what type of disagreement you had You need to state which category the issue mainly belongs in:

probability, value, or distributional

goal This usually arises if you have different information available, or if you see the importance of certain information differently The discussion is therefore about the usefulness of different solutions to a problem

¢ Value: It is a value issue when a difference of opinion arises from a difference in values Based on different desires,

one partner wants this, the other something fundamentally different The sticking point of the problem is usually the difference between the desires of the partners

wishes of everyone concerned add up to more than the total that is actually available

List 1: Tactics

Positive emotions (flattery; being nice; behaving seductively)

Negative emotions (threats; shouting; cynicism; ridicule)

Helplessness (tears; showing weakness; pretending to be ill)

Physical force (forcing; injuring; violent or aggressive behaviour)

Offering resources (performing a service; being attentive)

Withdrawing resources (withdrawing financial contributions; punishing the other by no longer doing something)

Insistence (nagging; constantly returning to the subject;conversations designed to wear down opposition)

Withdrawal (refusing to share responsibility; changing subject; going away; leaving the scene)

9 Open presentation of facts (making suggestions; asking for co-operation; presenting own needs/subjective importance)

10 Presenting false facts (suppressing important information; distortion)

11 Indirect coalition (referring to other people; emphasizing utility of the decision for others)

12 Direct coalition (discussion in the presence of others, hoping for their support)

13 Trade-offs (book-keeping; reminders of past favours)

14 Integrative bargaining (search for the best solution for all concerned)

15 Reasoned argument (presenting factual arguments; arguing logically)

The Vienna Diary Study: Design

roles, tactics, etc

Post-study: motivation, evaluation of the study (another post-study after 4 years)

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Procedure

¢ Recruitment

— Shared household, one child of school age

— Advertisments in local press, notices displayed in

schools and kindergartens , acquaintances of project

team

— Information events

¢ Cooperation & motivation

— Personal assistant maintaining regular contact

— Financial reimbursement, joint meetings

— Presentation of results

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Couples participating

40 couples living in a shared household

® Children: 14x 1; 20x 2; 6x more than 2 children

° Age: women ~ 37, men ~ 40 years old

¢ Education: 10 women:10 men University, 14:17 Secondary

¢ Working hours: 14:38 full time, 15:1 non-working

° Monthly houshold income: slightly above the Austrian

average

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— Time frame & budgetierung: last incident, moving

average, specific last incident, specific moving average

¢ Moderating variables ,,satisfaction™ and

dominance”:

— Differences between the couples concerning the

influence of benefit debts

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Everyday-life in the enna , wy Study

Recording period

Conversation days in the year

Conversation time per day oo of oe

days days hours hour

AS or on 320 days altogether)

1 conflict 2 %

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Determinants of influence

— Sex X topic (Davis & Rigaux, 1974, )

— Knowledge, importance of the topic

(Seymour & Lessne, 1984; Burns & Granbois, 1977; )

— Decision-making history (Corfman, 1987)

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Children‘s toy

Bills Toys

Restaurant

Package tours Vacuum cleaner Coffee

Man‘s watch Refrigerator Kitchen equipment Toothpaste

Clothes Carpet Furniture Washing machine Deodorant

Medicines Cooking utensils Cosmetics Cooker Food

Doctor

Cleaning materials

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Decision-making roles (Davis & Rigaux, 1974)

Are decisions isolated incidents? 1005 jf

Past | influence influence influenceinfluence

Couples seek to equalise their influence in decisions

over the time (Corfman & Lehmann, 1987) 3g

Analyses

¢ Hierarchical regression analyses in three steps

(couple, determinants of influence, influence

History

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SD Specific moving average: results for

A R2 nen =00t0 01 economic decisions

Summary

¢ For the sample of men: Benefit debts are

compensated over the time; high influence in past

conflicts predicts low influence in the present conflict (equity effect)

¢ Benefit debts are budgeted seperatly and equalised

rather over a longer time period

e Satisfaction & dominance have little effect on the

influence of the decision-making history

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Which tactics do the partners use?

Open presentation of facts

Presenting false facts Indirect coalition

Direct coalition Fait accompli Deciding according to roles Yielding according to roles Trade-offs

Integrative bargaining

Reasoned argument

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