In:
Journal of Marketing Research, SAGE Publications, Vol. 5, No. 1 ( 1968-02), p. 70-72
Abstract:
The role of the child as an influencer of consumer decisions was investigated by studying the interaction between mother and child. Purchase behavior by the mother of a child's preferred packaged cereals was related to the child's assertiveness and the mother's child-centeredness.
Type of Medium:
Online Resource
ISSN:
0022-2437
,
1547-7193
DOI:
10.1177/002224376800500109
Language:
English
Publisher:
SAGE Publications
Publication Date:
1968
detail.hit.zdb_id:
2066604-4
detail.hit.zdb_id:
218319-5
SSG:
3,2
