Purpose – The purpose of this paper is to identify and rank the different influence tactics used by children and to examine whether there is a difference in perception of parent and child with respect to the use of different influence tactics. Design/methodology/approach – The study was...

Purpose – The purpose of this paper is twofold: to categorize and rank products based on children's influence and to compare their influence on the different stages of the family buying process. Design/methodology/approach – The study was based on an extensive literature review and focus...