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He said, she said … they said: parents' and children's assessment of children's influence on family consumption decisions

Aviv Shoham (Graduate School of Business, University of Haifa, Haifa, Israel)
Vassilis Dalakas (Department of Management and Marketing, College of Business, Northern Kentucky University, Highland Heights, Kentucky, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 May 2005

8217

Abstract

Purpose

The purpose of this paper was to examine the impact of Israeli children on family decision making.

Design/methodology/approach

Two studies were used, replicating two different approaches that have been used to measure children's influence with US children. In study one, a survey was given to each parent, whereas, in study two, a survey was given to each parent and their child.

Findings

Findings indicate that Israeli children have a similar influence to US children, suggesting that, overall, Israeli children exercise quite strong influence on family decision making. This was the case when rated by children, as well as by both mothers and fathers.

Research limitations/implications

Two main ways to improve on this kind of research in the future are using a non‐convenience sample and collecting data from multiple countries for cross‐cultural comparisons.

Practical implications

One important implication of the findings is that children across cultures tend to have higher influence for products that are more relevant for them; therefore, marketers should concentrate their efforts primarily on the children.

Originality/value

An important contribution of this research is that it examines children's influence on family decision making in cultures different from the USA. For example, Israel is less individualistic, more uncertainty‐avoiding, and less power‐distant than the USA.

Keywords

Citation

Shoham, A. and Dalakas, V. (2005), "He said, she said … they said: parents' and children's assessment of children's influence on family consumption decisions", Journal of Consumer Marketing, Vol. 22 No. 3, pp. 152-160. https://doi.org/10.1108/07363760510595977

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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