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Children's impact on innovation decision making : a diary study

Author

Listed:
  • Christiane Prange

    (EM - EMLyon Business School)

  • Elisabeth Gotze
  • Iveta Uhrovska

Abstract

Purpose – The purpose of the paper is to analyse children's impact on innovation decision making empirically. Design/methodology/approach – This paper is a diary study with 14 parents depicting their experiences with regard to the topic of interest over a period of two weeks. Findings – Children's influence is stronger in earlier stages of the innovation buying process, based on different communication strategies with differing effects on their parents' purchasing behaviour. Practical implications – This paper helps marketers tailor appropriate marketing and innovation strategies. Special attention is given to the familial dynamics in the innovation decision-making process. This is to prevent inter-family conflicts fuelled by the children's requests. Originality/value – This is one of the first attempts to test Rogers' innovation-decision process. Moreover, despite its many bonuses, the diary method has rarely been applied in the context of familial purchase decision making. Keywords Innovation, Decision making, Influence, Ethics

Suggested Citation

  • Christiane Prange & Elisabeth Gotze & Iveta Uhrovska, 2009. "Children's impact on innovation decision making : a diary study," Post-Print hal-02311813, HAL.
    • Handle: RePEc:hal:journl:hal-02311813
    as

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    Cited by:

    1. Singh, Pallavi & Sahadev, Sunil & Oates, Caroline J. & Alevizou, Panayiota, 2020. "Pro-environmental behavior in families: A reverse socialization perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 110-121.
    2. Dharminder Kumar Batra & Akhter Ali, 2015. "Parent’s Opinion of Children’s Influence in Purchase Decisions: A Comparative Analysis between Rural and Urban Delhi," Global Business Review, International Management Institute, vol. 16(6), pages 1100-1111, December.

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