Study Shows Parents Unaware How Much Their Children Make Them Buy

Study Shows Parents Unaware How Much Their Children Make Them Buy

 

The influence children wield over their parents’ purchase decisions at the point of sale is grossly underestimated by parents. This was shown in a new study conducted by researchers at the University of Vienna, Austria. According to the study by consumer researchers Claus Ebster and Udo Wagner, twice as many purchases in supermarkets are triggered by children than their parents are aware of. The study was published in the internationally renowned Journal of Retailing and Consumer Services.

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