The Influencing Role of the Child in Family Decision Making
Lewis A. Berey, Richard W. Pollay
Journal of Marketing Research2/1/1968·DOI·Read paper
Abstract
The role of the child as an influencer of consumer decisions was investigated by studying the interaction between mother and child. Purchase behavior by the mother of a child's preferred packaged cereals was related to the child's assertiveness and the mother's child-centeredness.
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