Consumer socialization of children and their role within family decision making

Abstract

Role of children in family decision making became a fundamental research field in last the few decades for marketing experts. Role of children changed and valuated, and that is also true for purchase decision making processes. This phenomenon challenges marketing experts in a totally new way. In this paper I deal with consumer socialization of children and I also highlight how and why role of children in family purchase decisions have changed in the past recent years.