دانلود رایگان مقاله انگلیسی تاثیر کودکان بر رفتار مصرف کنندگی خانواده - امرالد 2017

Abstract

Purpose – This study aimed to understand young children’s influence on family consumer behavior by examining children's and parents’ points of view in the Brazilian context. Design/methodology/approach – Through an exploratory approach, the study used focus group discussions and in-depth interviews. Specifically, to elicit children’s perceptions, two focus groups were conducted, and to capture the perspective of the parents, 8 families, via 12 participants, were interviewed. Findings – Children’s use of information provided by the media in their attempts to influence family decisions is perceived positively by parents because such behavior helps parents to fulfill their parental duties. Research implications – This study examines how young children perceive their influential role in family consumer decisions and how parents perceive this influence, given the existence of child adultization and adult infantilization. Originality/value – The findings extend the discussions regarding the adultization of children and the infantilization of adults, revealing positive aspects of such a trend in association with consumer behavior.

Final remarks

This study examined family consumer behavior in light of the adultization of children and the infantilization of adults. Specifically, the study explored the perceptions of children aged 7-11 years old regarding their influence on family consumer decisions, complemented by parents’ view. The study found that such an influence tends to be strong, as noted in previous studies (e.g. Marshall, 2014), adding that young children and parents are aware that this influence exists. In line with relatively recent research that identified cooperative behaviors between children and parents in shopping experiences (Kerrane et al., 2012; Gram, 2015), the present study also found that children’s influence on parents’ decisions can be more cooperative than a struggle. The findings indicate that such an influence can occur in purchasing decisions of products and services in a wide range of categories, complementing previous studies with children of this age group (Marshall, 2014).