Exploring the Role of Parental Communication Patterns about Children’s Perception of their Influence over Purchases

Subject Areas : Jounal of Marketing Management

K. Heidarzadeh ¹ ( استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران )
N. Motamedi ² ( دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی) دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران )

Received: 2014-06-10 Accepted : 2014-06-10 Published : 2007-03-21

Keywords: Children, influence, Consumer behavior, Family life, interpersonal communication,

Abstract :

Socialization by children is seen as taking place within a socio-cultural environment where family patterns of communication play a pivotal role.The socio-and concept-orientation are two predominant parental communication styles that are likely to affect the perceived influence that children believe they hold. This study focuses on the perceived influence of children resulting from the communication pattern adopted by parents. Research is conducted among a dyad consisting of parent and child . Results are reported, conclusions are drawn and recommendations for future research are made. This research that is about the role of parental communication patterns about children’s perception of their influence over purchase showed the positive relationship between a child’s perceived influence on consumption choice decision and the level of concept – orientation held by the parent and no relationship was found between level of socio- orientation held by the parent and child’s perception. It was also found that children of consensual family communication patterns exhibit the highest level of perceived influence on purchase and These will be followed by those from “Plurastic’,“Protective’ and “Laissez - Faire” families.