Shoham, Aviv, Bella Florenthal, and Fredric Kropp. “Children’s Influence on Family Purchasing Decisions: An Israeli Replication.” In Global Perspectives in Marketing for the 21st Century (ed. Ajay K. Manrai and H. Lee Meadow; New York: Springer, 2015): 87-91.
Studies exploring kids’ influence have used different methodologies. Thus, it is virtually impossible to compare their findings. Additionally, most previous studies have been conducted in the US. Therefore, cross-cultural comparisons are few and far between. We replicate Ward and Wackman’s study (1972) and present a cross-cultural comparison between Israeli and US samples. The study revealed differences across products and age groups. Israeli children request more frequently products that are used primary by children such as clothing, bicycles and records. US children mostly try to influence the purchase of food products such as breakfast cereals, snacks and soft drinks. Additionally, for most products, Israeli mothers tend to yield more often than US mothers do.