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This study takes an integrative approach to examining children's influence in family decision-making in Iran. To develop a conceptual model of children's influence, social power theory and consumer socialization theory were used. Social power theory appears to complement consumer socialization theory in explaining children's gains of consumer knowledge and skills from their parents. The research was conducted in 2013. This research is descriptive of survey type. The data was collected from 385 families, both from parent and children in 2 schools in north and center of Shiraz, Iran, to allow a comparison of perception in influence. Clustering sampling method was used to select our sample. Multiple regression method and confirmed factor analysis was used to analysis the data. Based on the research results we found that children apply expert, referent, reward, and coercive bases of active social power to perform influence attempts, either in the positive manner or in the negative manner. They perform these strategies to have greater influence on family purchase decision-making. Parents felt that their children use legitimate and coercive powers more than other powers. This means that parents perceived their children to be influential by using positive and negative ways. A new variable of family communication patterns was added to the previous models.
ZOHREH DEHDASHTI SHAHROKH, MOHAMMAD EBRAHIM KHOSRAVI. (2014) Children’s Influence in Family Consumption Decisions: An Integrative Approach, International Review of Management and Business Research, Volume 3, Issue 2.
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