Children's influences on in-store purchases

Claus Ebster, Udo Wagner and Deniese Neumueller

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 2, 145-154

Abstract: 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.

Keywords: Parent–child interactions; Parental yielding; Retail shopping (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:2:p:145-154

DOI: 10.1016/j.jretconser.2008.11.005

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