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EMAC 2022 Annual

The influence of children's socialisation on shopping behaviour in the context of a computer-based shopping simulation

Published: May 24, 2022


Theresia Mennekes, University of Siegen; Maria Bergmann, University of Siegen; Hanna Schramm-Klein, University of Siegen; Michael Schuhen, University Siegen; Gunnar Mau, DHGS German University of Health and Sports; Philine Drake, German Institution of Educational Research; Johannes Hartig, German Institution of Educational Research; Manuel Froitzheim, University of Siegen


Even at a young age, children influence or make purchasing decisions. For this reason, companies view them as consumers and target them specifically. Until now there is just a little research on how children are able to make competent purchase decisions. Their shopping behaviour is, i.e., dependent on age, cognitive development and, in particular, on socialisation. In the context of socialisation, the parent-child interaction and self- and co-determination of children are of particular importance for children to become independent market participants. Parents who actively communicate with their children, take them shopping and give them influence on family purchasing decisions, enable them to gain experience regarding market exposure. The purpose of this study is to examine the influence of child socialisation on shopping behaviour using a computer-based shopping simulation. The results show that for children, their self-determination and family communication play a significant role.