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The Colliers are a Korean American family of five. Stuart, the father; Kwan, the mother; Erica, the oldest daughter who is Stuart's child from
The Colliers are a Korean American family of five. Stuart, the father; Kwan, the mother; Erica, the oldest daughter who is Stuart's child from his first marriage; Sun Hee, who is Kwan's daughter from her first marriage; and Liam, who is Stuart and Kwan's son from their marriage. The Colliers are planning a family vacation to take this summer and want to make a decision that will please each family member. As you learned in this chapter, family decision making can be quite complex with members of the family taking on different roles in the decision-making process. This activity is important because marketers and advertisers must consider the roles various family members take on in order to reach them with effective messaging at the point of decision-making. Descriptions of each family members' contributions to the vacation-planning process are provided below. Use these descriptions to evaluate which of the six roles that frequently occur in family decision making that the phrase is describing
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