Is Pulling Mom & Dad’s Strings a Global Phenomenon? (A Study of Children’s Purchase Influence in the United States and Malta)

Abstract

This study investigates differences in the extent and nature of children’s purchase influence in the U.S. and Malta. Hypothesized differences were based on cultural patterns in the countries. Findings support that Maltese children will exert greater overall influence than children in the U.S. Findings about the nature of influence were mixed.