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Mother-child interactions in youth purchase decisions

Neulinger, Ágnes and Zsótér, Boglárka (2014) Mother-child interactions in youth purchase decisions. Society and Economy, 36 (3). pp. 387-406. DOI 10.1556/SocEc.36.2014.3.4

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Official URL: http://www.akademiai.com/content/m8265708v4862115/


Abstract

This study examines the impact of mother-child interactions on youth purchase decisions with a clear focus on dependent young adults living in the parental home. Two studies were carried out using both quantitative and qualitative approaches in order to understand the characteristics of young adults’ purchase decision-making. In the first study, a survey was distributed among young adults, and in the second study, several short essays from pairs of young adults and their mothers were analysed. Findings suggest that mother-child communication has a significant impact on children’s consumer decision-making style. Furthermore, these results draw particular attention to the laissez-faire communication style, which is relevant due to both its prevalence and its influence on youth decision-making. We also conclude that the product or service category is a critical consideration when the independence of young adults is evaluated in relation to their purchases.

Item Type:Article
Uncontrolled Keywords:family, youth, communication, purchasing, marketing
JEL classification:M31 - Marketing
Subjects:Marketing
Projects:OTKA PD83779
DOI:10.1556/SocEc.36.2014.3.4
ID Code:1747
Deposited By: Ádám Hoffmann
Deposited On:21 Nov 2014 08:48
Last Modified:21 Nov 2014 08:48

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