Child Influence: Depth Interviews with Pre-Operational Child Consumers and Their Parents

Abstract

The purpose of this research was to investigate the phenomenon of pre-operational child consumers (age 2–7; Piaget, 1928) and their influence on household purchases. The conceptual framework was based on research on family interaction, child development, and consumer socialization. The research methodology utilized depth interviews with both pre-operational children and their parents. The analysis of the depth interviews revealed the pervasive use of child influence strategies in typical shopping excursions and significant parental yielding in response to those child influence attempts. Study results were consistent with consumer socialization and family interaction theories that surmise the prevalence and power of child influence.

Keywords:

• consumer socialization
• child consumers
• pester power
• pre-operational children