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ABSTRACT - Consumer behavior research has given little credence to the affective component present in family decision making. This paper suggests there is a need to recognize the salience of love, affection, and intimacy as important sources of the individual goals and desires that influence joint decisions in families. Basic concepts of family are discussed, including definitions of "family" and how it functions differently than other formal groups, such as businesses or social organizations. The paper also describes how the affectional dimensions fit within the existing family decision research paradigm. Suggestions for future