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EMAC 2020 Annual Conference


Theorising Children Influence in Consumer Research: Towards an Integrative Model
(A2020-62552)

Published: May 27, 2020

AUTHORS

Asheeabee Hosany, University of Surrey; Arne Floh, University of Surrey

KEYWORDS

Children influence; Consumer socialisation; Family decision making

ABSTRACT

Academics and practitioners recognise the prominence of Children Influence (CI) in family consumer decisions. Over 50 years of research in the field has generated substantial, but disjointed findings. Accordingly, the purpose of this paper is to develop a conceptual framework to synthesize the antecedents and outcomes of CI. The paper adopts a systematic literature review process and generates a completely innovative model of CI. The model identifies ten antecedents of CI, including: advertising and media, celebrity influence, family communication style, purchase decision characteristics, children characteristics, peer influence, family characteristics, brands, in store marketing stimuli and packaging. Outcome measures comprise of influence strategies and purchase behaviours. Based on this model, contributions and areas for future research are outlined.