A study of parent–adolescent interaction: The impact of family communication patterns on adolescents’ influence strategies and parents’ response strategies

Abstract

Purpose

The purpose of this study is to examine the impact of family communication patterns (FCP) on adolescents’ choice of influence strategies and parents’ choice of response strategies in situations of parent–child purchase decision disagreement.

Design/methodology/approach

This study uses family triadic (mother–father–child) survey data collected from 294 Korean families. The study develops classifications of adolescent influence strategies and parental response strategies in the initial stage and subsequently investigates the impact of FCP on the adolescent child’s use of influence strategies and each parent’s use of response strategies. The final stage of the study involved an exploratory investigation aimed at discovering the adolescent influence strategies and parental response strategies that are likely used in conjunction.

Findings

Results show an overall significant impact of FCP on both adolescents’ use of influence strategies and parents’ use of response strategies. They further reveal that Korean mothers tended to encounter their children’s persistent influence attempts with unyielding, strict response strategies. The types of response strategies used by Korean fathers were not linked to particular types of influence strategies used by their children but linked to their level of education attained and household income.

Practical implications

Findings of this study may help marketers formulate an appropriate marketing communication strategy that can be effective in resolving parent–child purchase disagreement.

Originality/value

With its focus on the adolescent influence strategies, parental response strategies, and FCP as a factor influencing the strategy choice by adolescents and parents, this study provides new insights into the parent–child interaction taking place in situations of parent–child disagreement about a purchase decision.

Citation

Kim, C., Lee, H. and Han, S.-L. (2018), "A study of parent–adolescent interaction: The impact of family communication patterns on adolescents’ influence strategies and parents’ response strategies", European Journal of Marketing, Vol. 52 No. 7/8, pp. 1651-1678. https://doi.org/10.1108/EJM-02-2017-0153