Consumption compromises: Negotiation and unification within contemporary families

When cultures interact within the family, consumption decisions take on meaning beyond simply who is the decision maker. The usual compromises all spouses face are amplified when one spouse is displaced from another country. Interviews and observation are used to examine the lived-world of bi-national (where spouses are from different countries of origin) and mono-national families. Key themes emphasize how members of families insert their cultures in navigating consumption decisions and reconciling preferences. Using food consumption as context, findings reveal the extent to which individual partners relinquish part of their personal cultural identities to gain a synergistic collective identity at the family level. In discussing strategies of acknowledgment, negotiation, accommodation and unification, implications are drawn for family decision-making, family identity and consumer–brand relationship theory.