This study examines the impact of the extended family on family purchase decision
making. Past research has examined the decision roles and the influence of nuclear
family members. However there is a lack of knowledge pertaining to the impact of
extended family despite evidence from other disciplines, such as family studies and
psychology, which suggests that extended family has a significant influence on the
nuclear family in many other contexts. This study presents the findings from eighteen
depth interviews from six families in an emerging economy, Vietnam, capturing the
perspectives of both the nuclear and the extended family members. Findings indicate
that extended family members have a significant influence on the family decision
making, especially in relation to transferring cultural values and fulfilling traditional
patriarchal roles. Further, the rapid changes in the emerging economy have resulted in
tensions for the younger generation as they grapple with respecting tradition and
fulfilling their own aspirations.
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