Typology of measures of children engagement in parental purchase decisions

Abstract

Purpose Although there is a common agreement that children participate and impact parental purchase decisions, the research results are rather inconsistent. One of the reasons for the differences in the findings could be attributable to different operationalisations of a child engagement variable in surveys. This study aims to classify the instruments used to measure children engagement in parental purchase decisions and to develop a typology of these instruments. Design/methodology/approach In total, 67 articles that reported details and results of the surveys where a variable of children engagement in family decisions was operationalised were selected on a systematic basis. In total, 82 measures were extracted, reviewed and assigned to the particular category. Findings The typology of measures of children engagement into parental purchase decisions was developed. The features of particular measures, as well as their applicability for different types of child engagement measurement, are discussed. Research limitations/implications The sample of articles was limited to nine major scholarly databases and framed for 1985-2015, excluding conference presentations, dissertations, studies and other types of primary research publications. Practical implications The analysis demonstrates that authors who had seemingly similar or the same purpose of measuring variable of child engagement into parental purchase decision in fact have used different measures. The differences in measures tend to produce different size of engagement effect. The proposed typology will support scholarly community in establishing more clear definitions and measures of children engagement in parental purchase decision domain. Originality/value The typology of measures of children engagement into parental purchase decision is the first attempt to introduce systematised approach toward different domains within the field and their measurement.

Children’s influence on parental purchase decisions: Scale development and validation

“…The role of children in family purchases might range from cases where a child does not participate at all to fully autonomous decisions of a child; however, in many cases, a child’s role means only his or her participation in certain stages of the process or their ability to influence parents’ decision (Dikcius et al, 2017). Both of the extremes (decision made by either only parents or only by a child) mean entirely autonomous decisions that exclude the participation and influence of other family members, only partially belongs to the research domain that concentrates on family decision making.…”

“…Researchers have used numerous scales and items/questions for measuring children’s participation or their influence in parental purchase decisions. Dikcius et al (2017) identified more than 80 research instruments in use; however, the majority of the scales have been developed ad hoc and tested deploying only relatively simple procedures of reliability tests (exploratory factor analysis [EFA], Cronbach’s alpha) or even measured participation/influence with only one item. The range of used measures starts from the direct statements evaluated on a Likert-type scale or listed options, for example, “When my child uses this (pestering technique), I tend to yield (purchase)” (Shoham & Dalakas, 2006) or “Teen played a role in your decision to get him or her vaccinated or not to get him or her (vaccinated)” (Dorell, Yankey, Kennedy, & Stokley, 2013).…”

“…If they are similar within a group and different across the groups, the measure holds. Therefore, the measure demonstrates good validity and reliability in cases where product categories are logically sound (Dikcius et al, 2017).…”

“…Although part of the variety of research outputs may be attributed to different aims of studies, variety of contexts and a diversity of factors considered, at least some of them may be linked with the methodological questions regarding the key dependent variable: children’s influence in family purchase decision. It is noteworthy that children’s influence is usually measured with various scales and scale items and, therefore, reflects not the same type and strength of the role that children play in parental purchases (Dikcius, Pikturniene, & Reardon, 2017; Mangleburg, 1990). The most apparent difference between the measurements is related to focusing on either children’s participation in the purchasing process/its various stages or the influence on purchase outcome, that is, on a final decision.…”

“…The most apparent difference between the measurements is related to focusing on either children’s participation in the purchasing process/its various stages or the influence on purchase outcome, that is, on a final decision. The analysis of numerous studies shows that the concepts of children’s participation and influence are sometimes used as synonymous and lack clear delineation (Dikcius et al, 2017). At the same time, the conceptual clarity in scale application is critical (DeVellis, 2016), as seemingly similar domains differ in both behavioral and outcome characteristics.…”