The Influence of Children in Family Decision Making: Perceptions of South African Parents

Mishaal Maikoo, University of KwaZulu-Natal, South Africa
Debbie Vigar-Ellis, University of KwaZulu-Natal, South Africa
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
We examine how children influence family decisions when buying snacks, toys and games. The findings from 135 families showed that children use different tactics including emotional appeals, product requests, purchase justification, and bad behaviour as tools to negotiate within the family decision making process.
[ to cite ]:
Mishaal Maikoo, Debbie Vigar-Ellis, and Pepukayi Chitakunye (2013) ,"The Influence of Children in Family Decision Making: Perceptions of South African Parents ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.