Who Convinces Whom? Parent and Child Perceptions of Children's Engagement in Parental Purchase Decisions

Do children overestimate their engagement in parental purchase decisions? A systematic analysis of the articles enabled us to create a database of 149 cases where child and parent perceptions of children's engagement in parental purchase decisions were measured. The findings proved that there is congruence between children's and parents' perception of a child's engagement in most cases. Children's overestimation of their engagement in a parental decision to purchase products is likely the exception rather than the rule. The cases characterized as overestimations are related to product category and type of measured domain. (Children tend to overestimate their engagement more when the measures track participation or influence rather than decision independence.)     

Family communication and parental influence on children's brand attitudes

This study examines the degree family communication affects the transmission of brand attitudes from parents to children. The results indicate that mothers with concept-oriented and fathers with socio-oriented communication are more likely to influence their children's brand attitudes. The article considers the effects of gender. Comparing with those of fathers', mothers' brand attitudes relate more to both male and female children's brand attitudes.     

Self‐reporting vs. observation: some cautionary examples from parent/child food shopping behaviour

Most studies on decision‐making in relation to consumption are based on self‐reported behaviour. This approach assumes that consumers can account for their decision‐making processes. However, several studies show that consumers are not always aware of what happens when they purchase goods because of the role of habit and routines, or a lack of willingness to account accurately for their purchases. A clear example of this is family decision‐making about food shopping. It is well documented that parents know that their children influence what they buy in supermarkets but it is also found that parents and children do not agree on just how much influence children have. Thus, a gap exists in the knowledge about what is actually happening in this grey zone of grocery shopping which seemingly cannot be solved through retrospective data collection. Family shopping is neither a completely rational nor conscious process, which makes the use of self‐reported behaviour problematic. This study discusses the limits of survey and interview approaches to parents' and children's shopping decisions in comparison with observations. An observational study of parent/child supermarket shopping in Denmark is used to exemplify the strengths of observation. Findings show that both parents and children are juggling a number of roles and apply a range of negotiation strategies which can explain why it is hard to account for who decided what afterwards. The article concludes that mapping certain types of consumer actions calls for other methods than self‐reported behaviour.     

An analysis of child consumers in Turkey

This research was conducted on 402 children going to kindergarten and primary schools with the purpose of analysing the children's interests, responsibilities, economic resources, purchasing activities, and socialization agents and purchase influences as consumers. Data were collected using a questionnaire, which was prepared by considering some previous research. The questionnaire was applied to subjects through face‐to‐face individual interview. The data were analysed by using explanatory variables, including age, gender, socio‐economic status and family type. Findings indicated that consumer socialization of children was connected to selected demographic characteristics, especially age, and they were surprisingly independent and influential consumers. The results of this study are important for those involved in children's and adults’ markets, and for consumer educators.     

Children's influences on in-store purchases

Relatively little is known about the influence children have on their parents’ purchases in a retail setting. This study investigates which factors affect children's purchase requests and their parents’ subsequent purchases. It was found that factors influencing the number of children's purchase requests were the freedom of a child's movements, the product's visibility, and the child's developmental stage. The latter variable together with the suitability of the good for consumption on the premises, the linguistic form of child's request, the parent's household income, and the price of the good determine the number of purchases following a child's request.     

Quest for the eco‐apparel market: a study of mothers' willingness to purchase organic cotton clothing for their children

The purpose of this study was to examine what consumer characteristics are related to willingness to purchase and selection of children's organic cotton clothing (OCC). A survey was conducted on mothers of pre‐schoolers to collect data on mothers' environmental characteristics, involvement with OCC and children's clothing, children's clothing purchasing behaviour and willingness to purchase OCC. A buying scenario experiment was used to examine whether price and other product characteristics influenced the participants' selection of OCC. It was found that a mother's environmental concerns, environmental purchasing behaviour and recycling behaviour significantly affected their involvement in OCC, which further significantly determined mother's willingness to purchase OCC. However, mothers were not willing to pay a premium for purchasing children's OCC. A majority (59.5%) of the mothers who selected OCC in the buying scenario indicated fabric softness was the main reason for their selection. Preparing environmental education materials for consumers and producing OCC with high quality and good performance would help improve the acceptance of OCC in the market.     

The impact of ethical concerns on family consumer decision‐making

Ethical consumerism and family consumer decision‐making, including the influence of children in this area, are spheres of consumer behaviour in which a substantial amount of academic research has already been undertaken. However, the crossover of these two areas is as yet under‐researched, as well as the level of pester power parents are subjected to from children aged 3 and under. This paper uses qualitative methods to investigate the issues surrounding the ethical consumer decision‐making process with families who have children aged 3 years old or under. This research found that the motivation to pursue an ethical lifestyle varied across the sample, but the emergence of an ‘inheritance factor’, where parents are awakened to ethical issues because of the birth of their child, was prominent. Other issues that transpired from this research include the prominence of ethical trade‐offs in consumer decision‐making, ethical choices as normalizing behaviour and finally the presence of pester power in the ethical context. Ethical consumerism strongly emerged as an integral part of the parent's identity construction, especially for the mothers as they struggled to adapt to their new roles. Further research delving into the role ethical choices have on identity construction and the parental response to pester power would be a valuable addition to the overall context of this research.     

Means–end analysis: Does the affective state influence information processing style?

Means–end theory aims at explaining how consumers evaluate products by linking relevant attributes to perceived consequences to desired ends in a hierarchical way, based on core assumptions of cognitive psychology about human information processing. This study investigates the influence of affective states on information processing styles in a means–end measurement situation, thus taking into account an important antecedent and correlate of human decision making and behavior that has received scarce attention so far in the methodological literature on means–end chains. The results reveal that a person's affective state indeed influences the style of information processing. Respondents in a positive mood used more general knowledge structures and processed the laddering questionnaire faster than respondents in a negative or neutral mood. The laddering technique, which measures means–end chains, thus seems to be sensitive to situational effects, and this finding indicates that affective states then also might have an influence on product knowledge and the decision‐making process in a purchase situation. © 2004 Wiley Periodicals, Inc.     

Anglo versus Hispanic Children's Influence on Parental Purchase of Cereal

Children's influence on parental purchases of cereal was investigated by unobtrusively observing 15 pair of Anglo and 15 pair of Hispanic children and their parent(s) in the cereal aisle of Allentown, Pennsylvania grocery stores. Tabulation was kept on whether the child did or did not influence the purchase behavior of their parent(s). It was found that overall, children had a statistically significant influence on their parents' purchase behavior (p < .01). Although a percentage difference existed, there was no statistically significant difference between the Anglo children's influence and the Hispanic children's influence on their parents' purchasing behavior of cereal (p < .05).     

Cultural differences in consumer socialization: A comparison of Chinese–Canadian and Caucasian–Canadian children

Based on the extant literature on the cultural/subcultural differences in socialization goals and parental practices in the childrearing process, this study compares Chinese–Canadian and Caucasian–Canadian families with respect to three issues central to consumer socialization – family communication patterns, children's consumer decision-making styles, and children's influence in family purchase decisions. Some significant results include: (1) Chinese–Canadian children perceived both of their parents as more socio-oriented than Caucasian–Canadian children perceived theirs whereas no significant between-group difference was found on the perceived level of concept-orientation for either parent; (2) Chinese–Canadian children, relative to their Caucasian–Canadian counterparts, exhibited more utilitarian and confused-by-overchoice consumer decision-making orientations but less social/conspicuous and impulsive orientations; and (3) Chinese–Canadian children exercised greater purchase influence than their Caucasian–Canadian counterparts for the adolescent ‘convenience’ product category but no difference was found for the adolescent ‘durable’ product category.     

The effects of product scarcity and consumers' need for uniqueness on purchase intention

Scarcity strategies are employed by marketers to influence consumer decision making. Many famous brands have been designed and produced for the purpose of as being marketed as limited‐edition products to intensify consumer desire and intention to purchase them. However, very few studies have simultaneously integrated relevant constructs to explain the phenomenon of scarcity purchasing. To fill this void, this study develops a comprehensive research model in order to fully understand how scarcity affects consumer value perception and purchase intention. Simultaneously, two competing models are developed to compare the explanation power of Lynn's Scarcity–Expensiveness–Desirability (S‐E‐D) model and Synde and Fromkin's desire for uniqueness model. The results suggest that the effects of scarcity on purchase intention through perceived uniqueness, perceived sacrifice and perceived value are stronger than the scarcity effects through assumed expensiveness, perceived quality, perceived sacrifice and perceived value.     

Repertoire of strategies used by French Canadian mothers living in Montreal to pressure their 10‐year‐old children to eat

This study is concerned with mothers’ use of strategies directed toward their 10‐year‐old children to pressure them to eat. The objective is to document the repertoire of strategies and their context of use. This child‐feeding practice is of interest because of its impact on the child's opportunities for the development of self‐control based on responsiveness to hunger and satiety cues. A total of 24 interviews and one focus group were conducted with French Canadian mothers. Data analyses reveal four major themes associated with the contexts in which pressure to eat were used: food purchasing, food preparation, meal service, food consumption. Strategies related to the context of food purchasing stress the importance of children's influence on family decisions. The strategies used at the time of preparation of meals illustrate the burden of tasks a mother takes on to ensure that her child consumes a particular food. With regard to meal service, very few strategies take into account the appetite of the child. Finally, the variety of strategies deployed at the time of consumption of foods supports the importance of informing parents of the undesirable effect of techniques associated with forcing the child to eat. Avenues for future research are presented.     

The influence of children on parental purchases during supermarket shopping

Children are assuming larger roles in household consumer decisions and have also emerged as independent consumers, thus forming an increasingly powerful market segment. Children can be seen as forming, first, a primary market; second, as influencers on their parents’ decision making; and third, as potential future adult consumers. The second role is the main focus of this paper, centring on supermarket purchases. Using focus groups and in‐depth interviews, this study explores the influence of children on supermarket shopping. Participants included parents and children of families in Midlothian, Scotland. The results showed that children have a significant influence on supermarket product purchases. The factors which influence children's product preferences are analysed, and their ability to relay their choices to their parents is considered.     

Adolescents’ perceptions of mother–father dominance in family vacation decisions: a 25-society study

Service Business - This study applies and builds on Davis and Rigaux’s (J Consum Res 1(1):51–62, 1974) triangle of spousal dominance styles of family purchase decisions. We explored...     

Understanding consumers' perspectives on food labelling in India

This study aims at identifying the factors influencing consumers' perception on food labelling and its impact on food purchase decision making, through personal interviews of 631 respondents using a structured questionnaire. To analyse the consumers' perceptions on food labelling, factor analysis has been carried out to identify the underlying dimensions among a set of food labelling attributes using the principal component analysis. Based on factor analysis, four sets of components/factors have emerged, that is, (i) serving method; (ii) quality and nutrition; (iii) production and storage; and (iv) product identification, which explain 66.271% of the variance. Logit regression analysis indicates that among the socio‐demographic indicators, the estimated coefficients for gender, education, income and location of residence are statistically significant. Similarly, information on quality and nutrition, production and storage processes, and basic information of the product is found to be significant, implying that these factors are more likely to influence the use of food labels in making informed purchase decisions by the consumers. The findings of the study give practical insights on food labelling issues for the food processors and policy makers.     

The impact of consumer decision‐making styles on consumer confusion in Mauritius: An empirical analysis

This article investigates the effects of consumer decision‐making styles on consumer confusion and harm. While consumer confusion has been well documented in the literature, this investigation attempts to bridge our understanding on its relationship with consumer decision‐making styles. Empirical data was collected from a field survey where 400 consumers selected at 20 supermarkets in Mauritius were asked to respond to a questionnaire measuring three variables under study: consumer confusion, consumer decision‐making styles, and situational factors. Findings from the MANOVA parametric test showed that there is a significant difference between consumer decision‐making styles and consumer confusion. Even when covariate situational factors were controlled through the parametric test MANCOVA, results still showed a significant difference between consumer decision‐making styles and consumer confusion. More specifically, ANCOVA tests showed that the findings were specifically significant for three types of confusion: product confusion, packaging confusion, and product complexity. The study tends to confirm that a consumer's style of decision making does impact on consumer confusion.     

Assessing the demand for value‐based organic meats in Canada: a combined retail and household scanner‐data approach

We apply sets of weekly retail and household scanner data to estimate consumer demand of selected organic and conventional fresh beef products in the Canadian retail market. The main contribution of our study stems from the application of a two‐stage procedure that provides new and deeper insight into consumers' responses to changing retail environment and pricing for organic and conventional meat products. Combined knowledge of point‐of‐sale consumer behaviour for value‐based products, such as organic products, and distinct socio‐demographic profiles of buyers vs. non‐buyers of meat is especially interesting for retail managers and meat industry stakeholders. First, household meat consumption patterns are investigated based on household scanner data that track household's meat purchases in the period 2006–2007. The second step of analysis then involves the estimation of an almost ideal demand system for selected organic and conventional fresh beef products using retail scanner data for the period 2000–2007. The introduction of greater selections in organic product lines across mainstream supermarkets in Canada in response to consumer health concerns is expected to spur retail competition in an otherwise saturated Canadian retail market. The analysis of socio‐demographic profiles in beef consumption using individual household's purchase data reveals that besides regional differences in preferences, household size and resource characteristics are major determinants of point‐of‐sale beef purchase decisions. Our demand system results indicate that organic beef is highly dependent on price and expenditures, whereas demand for conventional beef is mostly driven by income, habits and ‘typical’ Canadian seasonal beef consumption patterns. Altogether, our conclusions on organic beef vs. conventional beef buyers may have further implications for institutional regulations.     

The Role of Anticipated Emotions in Purchase Intentions

Key personal inputs to decision making reside in expectations about whether a purchase or nonpurchase will make one feel better. Integrating several theoretical approaches, this research proposes a holistic framework formed by four kinds of anticipated emotions (AEs) resulting from the crossing of positive‐ or negative‐valenced emotions with action or inaction. Specifically, this research proposes that consumers under a purchase scenario tend to consider positive and negative AEs of both purchase and nonpurchase in their decisions. Research in this area to date has been sparse and focused mostly on AEs with regard to purchase, but not nonpurchase. The results of four studies confirm that AEs influence purchase decisions in a coordinated way depending on their instrumentality, motivating purchase or nonpurchase. AEs also partially mediate the effect of outcome valence on purchase decisions. Taking the status quo bias as a theoretical basis, this work proposes that the amount of information of favorable and unfavorable outcome messages has a greater influence on AEs motivating purchase than AEs motivating nonpurchase. Finally, future research lines are proposed to expand the use of this fourfold framework and more generally to understand the role of forward‐looking emotions in decision processes.     

Consumer decision‐making styles and post purchase behaviour of poor for Fast Moving Consumer Goods

More than half of the world's population is poor. Certainly, their purchasing power cannot be compared with that of the riches, but it is their collective purchase potential which makes them a substantial market. The fast moving consumer goods (FMCGs), on the other hand, are the fourth largest industry in the world. FMCGs are relatively low cost products and the poor, by necessity, spend a significant amount of their income on FMCGs. So, by virtue of being a large consumer base for FMCGs, the poor are a promising market for the FMCG marketers. But little is known about their buying behaviour for FMCGs as only a few studies have been conducted on them in this regard. This study aims to explore their shopping orientations towards price, quality and brand for FMCGs in the context of one of the largest developing countries like India by exploring their consumer decision‐making styles (CDMSs), especially their price consciousness, quality consciousness, brand consciousness and brand loyalty. Besides it, it also explores their post purchase behaviour and testifies its mechanism with the above mentioned CDMSs in the present context through structured equation modelling.