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A cross‐national study on children's purchasing behavior and parental response

A cross‐national study on children's purchasing behavior and parental response Children use various influencing tactics to persuade the parents to comply with their requests. Parents' responses vary from outright denial to total acceptance. A sample of 255 parents selected from the Fiji Islands, Tonga and the Cook Islands were interviewed using a structured questionnaire to measure the effects of children's influence on the parental decision making process. This preliminary investigation suggests that the children in the Pacific Islands have not moved from parent‐centered family environment to the modern, mostly Western, child‐centered family environment. The second part of the research was designed to identify the demonstrated influence tactics used by the children in the island nations. The findings indicate that the children are less demanding and more persuasive in their attempt to obtain parental approval. Details of statistical analysis of the study are given. The implications of the findings for marketing management are also discussed in the paper. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

A cross‐national study on children's purchasing behavior and parental response

Journal of Consumer Marketing , Volume 21 (4): 11 – Jun 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760410542183
Publisher site
See Article on Publisher Site

Abstract

Children use various influencing tactics to persuade the parents to comply with their requests. Parents' responses vary from outright denial to total acceptance. A sample of 255 parents selected from the Fiji Islands, Tonga and the Cook Islands were interviewed using a structured questionnaire to measure the effects of children's influence on the parental decision making process. This preliminary investigation suggests that the children in the Pacific Islands have not moved from parent‐centered family environment to the modern, mostly Western, child‐centered family environment. The second part of the research was designed to identify the demonstrated influence tactics used by the children in the island nations. The findings indicate that the children are less demanding and more persuasive in their attempt to obtain parental approval. Details of statistical analysis of the study are given. The implications of the findings for marketing management are also discussed in the paper.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 1, 2004

Keywords: Influence; Consumer marketing; Consumer research

References