Children's influence in purchase decisions: a social power theory approach

To understand children's influence in family decision-making, this research uses social power theory to develop a conceptual model of children's influence. The conceptual model hypothesizes that children's active social power, children's passive social power, preference intensity, and decision history should aid in the explanation of variations observed in children's influence. Empirical tests with a random sample of 987 matched pairs of children aged 8-11 and their mothers support the model.