PERCEPTION OF CHILDREN'S INFLUENCE ON FAMILY DECISION PROCESSES

While several studies have examined the roles of husbands and wives in making decisions about products, few have examined the impact of children. This article reports the results of a 1985 study of the influence of children on families. The study examines children's influence in each of four stages of the purchase decision, for 25 products, and by age of the children. For child‐centered (e.g., toys, children's clothing, food) and child‐used...