This study examines the effect of family communication patterns on the purchasing influence of children aged 3-8 in the US and Japan. Overall, family communication processes, as well as child's age, influence both the direct and indirect purchasing power of children. Concept-oriented communication, which encourages children to develop an independent consumption perspective, increases the direct and indirect purchasing influence of children. Socio-oriented communication, which encourages deference to parental standards, is related to increased consumption dependence.
- Consumer socialization
- Cross-cultural consumer behaviour
- International marketing
ASJC Scopus subject areas