Abstract
The present paper uses the tri-components of parental attitude to assess the role of the child in family decision making; and the moderating effects of the child's age and level of product involvement. A quota sample of 141 urban Indian parents across four child segments was collected to understand the cognitive-connative-affective components of parental attitude across selected high and low involvement product categories. The affective attitudinal components was found to be the most significant followed by the connative and cognitive. The higher was the affective component greater was the parental acceptance of the child in the purchase decision. It was also found that the acceptance of the child in the purchase decision was more for the older versus the younger children. Though there was considerable diversity in parenting attitude, by and large the Indian parent was more open to the child playing an active role - especially for low involvement products.
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