“…Empirical studies on family co‐shopping and children's roles in family food purchasing have paid much attention to individual (selfish) behavior in children as customers, buyers, consumers (McNeal, ), using strategies and tactics (Palan and Wilkes, ); with great preoccupation with the notion of ‘pester power.’ ‘Pester power’ is used to characterize the parent/child relationship in relation to consumption as strained (MacDermott et al ., ; Hunter‐Jones, ; Zhang, ), when children nag their parents to obtain goods, and indirectly characterizing them as ‘bad’ children. Much less attention has been paid to collective behavior; children as part of a team (Cook, ), or network (Kerrane et al ., ), or to the (co)creation of and respect for social norms with a view of children as also citizens and loyal family members. As Cook writes (), and summed up by Jayne and Valentine (, p. 2) everyday lives of children and adults have to be understood through ‘relationships, obligations and reciprocity.’…”