Family holiday decision making : the knowledge and influence of adolescent children and parents
Watne, Torgeir and Winchester, Tiffany 2011, Family holiday decision making : the knowledge and influence of adolescent children and parents, in ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, ANZMAC, Perth W. A., pp. 1-9.
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This paper investigates the influence adolescent children have over their parents with regards to holiday decisions. A dyadic method of analysis was used to determine the level of influence young people have on the decision making oftheir parents. Our research shows that the families in general do not see their adolescent children as more knowledgeable than the parents when it comes to holidays. However, the level of knowledge the family perceives the child to have is strongly related to how much influence the child then has over the parent. Also, the level of 'expertness' the family attribute to the child is strongly related to the family's attitude towards the child as a socialisation agent for the parent. Parents knowledge on the other hand, is not related to how influenced they are by their children. Finally, daughters have a larger impact on their parents' holiday decisions than sons.
Reproduced with the kind permission of the copyright owner.
Field of Research
150501 Consumer-Oriented Product or Service Development
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