Encyclopedia of Children, Adolescents, and the Media

Abstract

Children have an important influence on a variety of purchasing decisions, with respect to both child-related purchases such as toys, snacks, or sweets and everyday household purchases such as breakfast products and desserts. As children grow older, they even gain a say in their parents' choice of restaurants, holiday destinations, or cars. Children seem to exert influence on their parents in two ways: direct and indirect. Children exert direct influence when they actively ask for or demand a product. Indirect (or passive) influence is the situation in which parents take account of the wants and preferences of their children when shopping. Many parents have a list in their head of the favorite brands of children, which they take into account when shopping. Research on children's purchase influence attempts has predominantly focused on the development and the consequences of children's purchase request behavior.

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