Research on joint decision-making processes in households is particularly relevant for marketing, especially for understanding who decides what to buy in purchasing decisions and how decision processes evolve. However, the investigation of such complex processes requires adequate research methods to account for the dynamics in close relationships. We provide a critical overview of past research in the arena of economic decision-making among couples, concentrating on methodological issues. After describing different types of decisions we proceed by describing findings on interaction dynamics, including the nature and occurrence of conflicts. In reviewing relationship structures we focus on the dimensions of harmony and power. The descriptive process model utilized includes the partners’ use of influence tactics, as well as the emergence of utility debts at the end of a decision-making process. Reviewing the adequacy of various research methods, observational and survey techniques are discussed as conventional psychological research methods. The Vienna Partner Diary is introduced as novel method and suggested as being useful for collecting data on the complex interaction processes in the everyday life of couples.

Partners play a critical role in making decisions about fertility preservation among young patients with cancer, yet little is known about these dyadic decisions when planning cancer treatment. Fertility preservation entails helping cancer patients preserve fertility after cancer treatment. This qualitative study investigated: 1) Heterosexual couples' responses to potential fertility loss; 2) their process in making fertility preservation decisions; 3) their ethical and legal concerns, and 4) recommendations for other couples undergoing similar treatment. Semi-structured interviews were conducted with 12 heterosexual couples whose female partners were diagnosed with cancer and had received fertility preservation consultations within the past 5 years. Interviews were recorded, transcribed, and analyzed using grounded theory methods. The results indicated that couples have varied reactions to infertility. In most, spouses let the patients take the lead in, and supported, their fertility preservation decisions. Spouses recommended support to patients. Couples face challenges in making fertility preservation decisions. Input from, and support for, both partners is essential to ensure well-informed, high-quality fertility preservation decisions.

This study employs qualitative diaries and in-depth interviews with dual-earner couples in order to investigate how the demands of work and family responsibilities are negotiated on a daily basis. The methods used are novel in that in-depth interviews were conducted initially with both members of the couple present, and subsequently with each individual separately. Diaries were also completed by each individual privately, as a means of eliciting their experiences of decision-making in a real-time basis. It is argued that the use of such in-depth qualitative analysis enabled new and important findings to emerge, including distinguishing between different types of decision-making, uncovering important new decision-making cues, and gaining a greater insight into those cues previously acknowledged. The findings also demonstrate how these cues have an impact on decision-making in the context of both parties in the couple. In using both couples and individuals as levels of analysis it is possible to identify how this interdependence is manifested whilst also allowing for the discovery of important strategies used by the couples on a daily basis to resolve work-family conflicts. Balancing work and family is shown to be a continuous work in progress and the methodology used here allowed the daily dynamics of that work in progress to be revealed.

While studies exist that compare the different dynamics between cohabitation and marriage, few studies focus on comparing the consumer decision-making process of both types of unions.