The influence of children on purchases: the development of measures for gender role orientation and shopping savvy

The changing composition of the family, changes in gender role orientation and individual differences in marketing or shopping ‘savvy’ seem likely to affect the degree of influence of different family members in various stages of a purchase.

The Development Of Measures For Gender Role Orientation And Shopping Savvy

Julie Tinson and Clive Nancarrow Bristol Business School


Over the past few decades there have been significant changes in Western society's attitudes...