Acceso usuarios
Rashmi Singh, J.K. Nayak
Purpose – The purpose of this paper is to investigate the impact of family communication patterns (FCPs) on adolescents’ choice of conflict resolution strategies during family holiday planning.
Design/methodology/approach – The paper is framed by and builds on the literature on the adolescents’ choice of conflict resolution strategies and the FCP. The sample was collected using a survey among 400 adolescents in India. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling have been used to analyse the data.
Findings – The paper provides a significant relationship between FCP and the choice of conflict resolution strategies. The study findings suggested that adolescents’ choice of resolution strategy depends on the type of communication environment in the family. It has been seen that adolescents have more say in concept-oriented families and use different types of resolution strategies compared to socio-oriented families.
Practical implications – The present study has considerable implications for the marketers and the academicians. Through FCP, marketers will be able to segment the families and, hence, may introduce efficient and competent marketing strategies and promotional campaigns.
Originality/value – The paper offers insights into the choice of conflict resolution strategy by adolescents’ in different FCPs. The study has originality and offers value to marketers as it focuses on adolescents, and explores their perceptions about their influence during the decision process.
