Communication about Purchase Desires between Children and Their Parents in Croatia

Vanesa Varga (), Mateja Plenković and Marina Merkaš
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Vanesa Varga: Department of Psychology, Catholic University of Croatia, 10000 Zagreb, Croatia
Mateja Plenković: Department of Sociology, Catholic University of Croatia, 10000 Zagreb, Croatia
Marina Merkaš: Department of Psychology, Catholic University of Croatia, 10000 Zagreb, Croatia

Social Sciences, 2024, vol. 13, issue 2, 1-16

Abstract: The main aim of this study is to describe the communication between children and parents about children’s desired purchases of items in Croatia. Online focus groups were conducted with children ages 11 to 15, and their parents, using a pre-prepared list of questions. The constant comparative method was applied, and the data were coded thematically, meaning data were organized into groups or codes on the basis of repeating keywords in the transcripts. The analysis shows children mostly ask their parents for clothing items and food. The findings indicate children and parents resolve the purchase decisions based on a few communication themes. Children employ persuasion, bargaining, and negotiation communication to acquire their desired items. As a response, parents employ bargaining and negotiation communication, budgeting and financial communication, usefulness and need communication, and postponed purchase communication. This research contributes to a better understanding of child and parent communication related to child purchase wishes and parent–child communication.

Keywords: communication; consumer communication; consumer socialization (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2024
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