Mother-child interactions in youth purchase decisions

Ágnes Neulinger () and Boglárka Zsótér
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Ágnes Neulinger: Corvinus University of Budapest, Marketing and Media Institute, Budapest, Hungary
Boglárka Zsótér: Corvinus University of Budapest, Marketing and Media Institute, Budapest, Hungary

Society and Economy, 2014, vol. 36, issue 3, 387-406

Abstract: This study examines the impact of mother-child interactions on youth purchase decisions with a clear focus on dependent young adults living in the parental home. Two studies were carried out using both quantitative and qualitative approaches in order to understand the characteristics of young adults’ purchase decision-making. In the first study, a survey was distributed among young adults, and in the second study, several short essays from pairs of young adults and their mothers were analysed. Findings suggest that mother-child communication has a significant impact on children’s consumer decision-making style. Furthermore, these results draw particular attention to the laissez-faire communication style, which is relevant due to both its prevalence and its influence on youth decision-making. We also conclude that the product or service category is a critical consideration when the independence of young adults is evaluated in relation to their purchases.

Keywords: family; youth; communication; purchasing; marketing; study (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
Note: This work was supported by the OTKA under Grant PD83779
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