Children’s perception of their influence over purchases: the role of parental communication patterns

Abstract

Socialisation by children is seen as taking place within a socio‐cultural environment where family patterns of communication play a pivotal role. The socio‐ and concept‐orientation are two predominant parental communication styles that are likely to affect the perceived influence that children believe they hold. This study focuses on the perceived influence of children resulting from the communication pattern adopted by parents. Research is conducted among a dyad consisting of parent and child that visit a recreational site. Results are reported, conclusions are drawn and recommendations for future research are made.