Business Commons^™

The Parent Child Purchase Relationship, Catriona Nash

Masters

This is an interpretive inquiry into the ‘parent-child purchase relationship’. This study aims to understand the parent-child purchase relationship from the consumer perspective, rather than the much reported ‘vested interest’ perspective, in order to enhance and inform an understanding of the phenomenon. Commencing with an overview of current literature, specifically that of the pester power phenomenon, to contextualise the theoretical framework, the extant construct of pester power is examined along with detailed arguments from vested interest parties supported by international studies. The child consumer is examined from a cognitive and socialisation perspective, but more pertinently in relation to their influencers; …