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facing those engaged in selling and advertising consumer goods is which member of the family exerts the main influence upon the purchase of a particular good. From the sales and advertising standpoint, this is a problem of paramount importance. It is therefore not surprising that a number of studies have been made seeking to answer this problem.2 Unfortunately, the validity of these studies is as yet largely an unanswered question. The method by which these studies have been carried out-by soliciting the opinion of one family member regarding the purchasing influence possessed by himself and by other members of the family-and the scarcity of any rigorous tests of the validity of this method3
Robert Ferber (Sat,) studied this question.