The price of peace in the household: A commentary on "The Price of Unconditional Love: Consumer Decisions Concerning High-Dollar Veterinary Care"

Abstract

Brockman et al. [Brockman, Beverly K, Taylor, Valerie A, Brockman, Christopher M. The price of unconditional love: consumer decisions concerning high-dollar veterinary care. J Bus Res Forthcom 2007] use an interpretive approach to investigate a consumer decision made under emotional circumstances. Unlike mundane purchases of food and household appliances, emotional consumer decisions that affect the entire family are ripe for conflict. This commentary highlights gaps in our understanding of household decision making that the work of Brockman et al. suggests and proposes ways in which new insights are achievable in established streams of research.