Sibling effects on preteen children's perceived influence in purchase decisions

Abstract

PurposeThe present research aims to focus on sibling effects and birth order on preteen children's perceptions of influence in family purchase decision making. It also aims to examine the accuracy of children's perceived influence as compared to their parents. These areas have received little attention from consumer behavior researchers and, although there is research on sibling effects from broader sociological and psychological perspectives, there is very little empirical research from a marketing perspective. This research seeks to begin to fill that gap.Design/methodology/approachA key methodological contribution of the paper is that data were collected from triads as opposed to the more common dyadic mother/child data. Surveys were used to collect the data. Subjects, which consisted of children and their parents, were recruited through an elementary school in a mid‐sized city in the southeastern USA. A total of 184 triads were approached to participate and 94 completed the surveys from each member of the triad were received. Data were analyzed using SPSS and four a priori hypotheses were tested. Theoretically the paper draws from research on sibling effects.FindingsThe paper finds that preteens in the study perceived they had significant influence on purchase decisions. Key results of interest include the finding that the mere presence of siblings weakened the perception of influence, yet interestingly, results indicate that later‐born/only children have more influence on certain purchases than firstborns. In addition, results indicate that preteens felt they have more influence on purchases that are intended for their use as opposed to purchases that are for family use. Parents also felt that children have more influence on purchases for the child, but parents did not perceive the levels to be as high as their children did.Research limitations/implicationsIf later‐borns and only children have more influence and as such get their way more often, does this affect their ability to be competent adult consumers? Are there more instances of compulsive shopping and other decision‐making problems because they have become accustomed to getting what they want? In addition, if children overestimate influence, is it because they are not yet able to fully understand persuasion and the use of influence? From a public policy perspective there have often been concerns raised about children's ability to deal with influence, and if very subtle forms of influence are used, children may not be equipped to recognize these attempts and as a result may be more susceptible to them.Originality/valueResearch examining sibling effects on children's perceived influence is virtually non‐existent. According to Commuri and Gentry, who conducted a thorough review of research in family decision making, sibling influence has not been systematically examined in consumer research. Research in this area is important as marketers seek to fully understand the impact children have on family purchase decisions, the roles children play in the decision‐making process, and the factors affecting children's degree of influence.