Consumer decision-making: involvement of partner in the decision-making process

This thesis examines the impact of shared decision making on partner satisfaction in the Czech context. The study is a partial replication of the study "Better to Decide Together: Shared Consumer Decision Making, Perceived Power, and Relationship Satisfaction" by Brick and colleagues (2022), with major methodological and contextual extensions. Research shows that shared decision making significantly increases partner satisfaction, with its effect mediated not only by perceived power but also by trust, respect, appreciation, and personal control. The results also suggest that, in contrast to the original American study, perceived power plays a minor role in the Czech setting, while factors such as trust and respect emerge as key mediators. The paper provides new insights into the dynamics of consumer decision-making in relationships and highlights the importance of cultural context for interpreting relational processes.