Defining an individual’s household role

Household decision making is much different than individual decision

making. That’s because you have input from more people. Individual house-

hold members often serve different roles in decisions that ultimately draw on

shared family resources. Just like you have roles in the household, you also

have roles when it comes to the decision-making process for the household.

Each role is important in the family decision-making process. These house-

hold roles include the following:

 ✓ Influencer: The person in this role is responsible for influencing the pur-

chase decision. This person doesn’t necessarily have the power to make

the ultimate decision between alternatives, but he makes his wishes

known by asking for specific products or acting out if the demands

aren’t met. Example: The child who screams throughout the discount

store because he wants a particular color bicycle.

 ✓ Gatekeeper: The person in this role is responsible for controlling the

flow of information to the other family members. Example: The mother

updates everyone on the purchase information and decision as well as

when the purchase will be completed.

 ✓ Decider: The person in this role is the family member who makes the

final decision regarding the purchase. The decider evaluates whether

to buy, which product to buy, which brand to buy, where to buy it, and

when to buy it. Ultimately this person has the power of decision over

each of these issues. Example: The father who decides which bicycle to

purchase after reviewing the features and costs of two different bicycles.

 ✓ Buyer: The person in this role is responsible for engaging in the actual

transaction or purchase. Example: The mother who goes to the discount

store to purchase the desired bicycle.

 ✓ Preparer: The person in this role is responsible for preparing the goods

for use. Example: The dad who puts the bicycle together so the child can

ride it.

 ✓ User: The person in this role is responsible for using the product that

has been purchased. Example: The child who rides the bicycle.

 ✓ Maintainer: The person in this role is responsible for maintaining the

purchased product. Example: The child who puts air in the tires of the

bicycle or cleans it after running it through mud puddles.

 ✓ Disposer: The person in this role chooses when and how to dispose of

the product. Example: The dad who’s cleaning out the garage and real-

izes that the child has finally outgrown the bicycle. He may choose to

put the bike in the trash, or he may donate it.