Observing parent-child purchase related interactions in US-based retail environments: replication and extension

Abstract

This study replicates and extends work by Buijzen and Valkenburg. We observed and coded purchase-related interactions of parent-child dyads in stores in the US, collected questionnaire data from them and collected questionnaire data from parents visiting stores without their children in order to assess external validity. The current study found key differences between families who bring their child to the store and those who do not. Observation and coding, which examined parent-child dyads with children between the ages of 2–12, also revealed that younger children exhibited more coercive behaviors than older children by begging, crying, and negative tone use; parent television viewing was related to child requests; and parent communication and control orientation as measured by the Buijzen Consumer Communication scale were linked to child consumer behavior.