“GROw”ing up: tweenagers' involvement in family decision making

Abstract

Purpose – Practitioners in particular have noted that kids are growing older younger (KGOY) and academic research has in parallel shown that children are becoming more involved in the final stages of purchase decisions, albeit in a limited number of product categories studied. This paper aims to investigate this market.Design/methodology/approach – This quantitative and qualitative study examines the relatively under‐researched, but increasingly important, tweenager market across a number of product categories and the extent to which ten to 12 year olds are involved in the final stages of purchase decision making. Further to this, the paper considers whether a liberal versus traditional approach to decisions made within the family (gender role orientation (GRO)) affects the degree of involvement.Findings – The findings suggest that GRO is indeed a factor in family decision making but that the relationship is far from a simple one. The authors posit why perceptions of involvement are sometimes inconsistent...