Measuring consumer savvy

It is commonly believed that children wield significant influence in big-ticket purchase decisions. But studies seem to show that children may be under the illusion that they are more involved in decision making than is actually the case, notes an essay included in ‘Understanding Children as Consumers’ edited by David Marshall (www.sagepublications.com).

Although the child may think that he or she has had a say in the final outcome it may be that the parents have already narrowed their choice and have allowed the child to choose the detail, explain the essay’s authors, Julie Tinson and Clive Nancarrow. For instance, the parent has decided on the model of the car and the child is given the opportunity to choose the colour.

The authors cite a study by Shoham and Dalakas (2005) which summarises a number of variables that explain children’s influences on decision making. “The degree of influence the child consumer has is likely to be related to the age of the child, parental attitudes towards advertising, the stage of decision making (search, discussion, etc.), the type of product or brand (whether it is only for the child’s personal consumption or part of a wider family activity, and its importance in relation to peer group affiliation in particular.”

Full report here Hindu