'Where do you want to go today?' An analysis of family group decisions to visit museums
Wu, Kailin and Holmes, Kirsten and Tribe, John (2010) 'Where do you want to go today?' An analysis of family group decisions to visit museums. Journal of Marketing Management, 26 (7-8). pp. 706-726. ISSN 0267-257X
Full text is not in this repository.
Official URL: http://dx.doi.org/10.1080/02672571003780007
This item is available in the Library Catalogue
Families with children are important arts audiences. Yet, few studies have examined the pre-purchase behaviour of this market segment. In contrast to previous research, this paper employs an interpretative approach to study the interactive dynamics of family groups within a single decision context. The data were obtained from the participants' recollection of a freshly made decision - the decision to visit a museum. Based on group interviews with 37 families with children, this paper demonstrates the joint decisions made by the adults and children together, and identifies four decision patterns. The findings contribute new insights into the active roles that children play in museum consumption, including making purchase requests and suggestions, and acting as the decision makers. This paper also clarifies the role of each child in the decision-making process. A model for joint decision making is proposed for further testing and development in future research.
|Research Areas:||A. > Business School > Economics|
A. > Business School > Marketing, Branding and Tourism
|Deposited On:||07 Mar 2011 05:30|
|Last Modified:||27 Mar 2015 11:57|
Repository staff only: item control page
Full text downloads (NB count will be zero if no full text documents are attached to the record)
Downloads per month over the past year