C. Family Decision Making.

Surabhi Ojha. Sem. IV Consumer Psychology. U.D.A.P. Mumbai University.

Social Foundations of Emotions in Family Consumption Decision Making.

Rachel Oakley Hsiung.

Julie A. Ruth and

Richard P. Bagozzi.

What does the study propose?

Emotions are believed to be socially constructed and

important features of family life, they are little understood in the context of families making consumption decisions. Social Relations Model analyses showed evidences consistent with hypotheses that anger and frustration in family consumption decision making are interdependent and incorporate individual and relationship levels, bi directionality, and reciprocity. RQ#1: What is the pattern of individual and social aspects of emotions experienced within families during consumption decision making? RQ#2: Do parents mirror each others emotions during consumption decision making?

 Investigate the social foundations of Anger and Frustration. Anger- attribution that other person or entity is responsible.

Frustration- associated with situations that are beyond anyones

control. Mirroring of emotions is another form of interdependence which is expected.

 They proposed that family members anger will : H1a: be interdependent rather than solely independent. H1b: incorporate the individual and relationship levels of

analyses. H1c: be bi directional. H1d: be reciprocal. They also proposed that family members frustration will : H2a : be interdependent rather than solely independent. H2b : incorporate the individual and relationship levels of analyses. H3c: be bi directional. H4d: be reciprocal

 Mirroring of anger and frustration will be seen between parents

because of the generational role among equal partners. Thus it was also proposed that : H1e: Parents anger will be mirrored. H2e: parents frustration will be mirrored.

METHOD
The Social Relations Model was employed. Which uses the Round Robin designs.

THE STUDY: Family car purchases within 100 three persons families from youth groups in small eastern city. 3 identical questionnaires to each family. Each person rated the extent of emotions experienced towards another.

RESULTS:
The data collected for both anger and frustration was

found to be in line with H1 a-d and H2 a-d, respectively. That is it was characterized by both independent and interdependent effects, demonstrating the emotion to be social. It was bi directional and reciprocated. Parents also exhibited mirroring of anger as well as frustration, consistent with H1e and H2e, respectively.