Children's influence in museum visits: antecedents and consequences

Abstract

ABSTRACTFamilies are an important target group for museums. To attract them, museum managers use diverse marketing measures when addressing parents. However, children often influence family decision-making processes significantly. This study investigates the determinants and consequences of children's influence on museum visit decisions. Research questions focus on the decision process variations among family groups. Literature on family decision making and family consumption serves as a basis for the conceptual framework. A sample of families visiting a museum (n = 167) is used to conduct a survey. By applying factor and cluster analyses, several profiles are distinguished on the joint basis of children's interaction modes, their expertize, what families are interested in and individual preferences for museum visits. The revealed profiles enable museum managers to segment and target different types of family audiences. Conceptually, the study deepens the focus on family dynamics and widens the perspective on decision-making processes concerning museum visits.