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.)