Abstract
Children's influence is becoming widely accepted across a range of family purchasing decisions. This paper considers the role and influence of children in family holiday decision making — an area which has been relatively under‐researched compared to other aspects of consumer behaviour. The research reveals that for parents holidays are all about compromise and risk, and that children are a key part of the decision making unit. 75% of parents show their children holiday brochures and ask what they think, and children proactively offer ideas and suggestions about the choice of holiday. The nature of their involvement will depend on their age more than any other factor.
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