Perturbation model for a product of joint consumption

Couples often have difference in preference for a product. They are likely to use either coercive or non-coercive means to resolve their differences. This behavior is, however, likely to vary from person to person. We operationalize the difference of opinion through perturbation and models heterogeneity in an individual's propensity to coerce based on a certain level of perturbation. We use a mixture modeling approach using the Expectation-Maximization Algorithm to model this heterogeneity for a product of joint consumption - movies. We show that for the same level of perturbation, couples do behave differently in using coercive strategies to settle their disagreements. Although most individuals appear to be averse to using coercion as a means of resolving their differences, some do fight in order to get their way. We also attempt to profile such individuals on the basis of certain demographics.