The Family Inheritance - Are Attitudes to Advertising Kept in the Family?
Ian BraceTNS UK
Dr Julie TinsonUniversity of Stirling
Professor Clive NancarrowBristol Business School, UWE
CHILDREN'S INFLUENCE ON PURCHASES
It is thought that children are becoming more marketing savvy through a process of consumer socialisation - the 'education' of children about marketing and brands by the media, schools, family, peers and other reference groups (Nancarrow & Tinson 2005; See also the UK Media Smart Initiative in Table 1). If young consumers are becoming more sophisticated then their influence on purchase decisions is also likely...