Tweenagers influence on purchase decision-making: A gender role orientation (GRO) perspective

Citation

Tinson J & Nancarrow C (2005) Tweenagers influence on purchase decision-making: A gender role orientation (GRO) perspective. In: Purchase S (ed.) ANZMAC 2005 Conference: Consumer Behaviour - Program. ANZMAC 2005: "Broadening the Boundaries": Australian and New Zealand Marketing Academy Annual Conference, Freemantle, Australia, 5-7 December 2005, Freemantle, Australia, 05.12.2005-07.12.2005. Fremantle, Western Australia: ANZMAC, pp. 346-351. http://pandora.nla.gov.au/pan/25410/20060410-0000/smib.vuw.ac.nz_8081/WWW/ANZMAC2005/index.html

Abstract
This study examines the influence of children aged 10-12 at different stages of purchase decisions and the effect of gender role orientation on a child's involvement. The research findings are based on 101 GB families and show children to be highly involved in all stages of decision making for casual clothes and school packed lunches for themselves including the final stage. In terms of GRO, children with a more egalitarian preference consider themselves more involved in all three stages of decision making. If egalitarian values are spreading within society this would suggest that children are becoming more involved in purchase decisions. However, parents' perceptions do not always correspond with that of the child. A number of explanations for this are presented.

Keywords
Children; Purchase Decisions; Gender Role Orientation

People

Professor Julie Tinson

Professor of Marketing, Marketing & Retail