Title page for ETD etd-04302001-144238

Type of Document Dissertation
Author Bao, Yeqing
Author's Email Address ybao@vt.edu
URN etd-04302001-144238
Title Effects of Parental Style and Power on Adolescent’s Influence in Family Consumption Decisions
Degree PhD
Department Marketing
Advisory Committee
Advisor Name Title
Fern, Edward F. Committee Chair
Klein, Noreen M. Committee Member
Littlefield, James E. Committee Member
Sirgy, M. Joseph Committee Member
Ye, Keying Committee Member
  • Parental Style
  • Children's Influence
  • Influence Strategy
  • Parental Power
Date of Defense 2001-04-26
Availability unrestricted
This dissertation developed a comprehensive model conceptualizing the factors affecting children's choice of influence strategy and relative influence in family consumption decisions. In particular, the model asserted that antecedent variables (i.e., family variables, individual characteristics of children, individual characteristics of parents, and parent-child interdependence) affect both directly and indirectly children's choice of influence strategy and relative influence. Process variables (i.e., family socialization and power structure) mediate the effects of the antecedent variables. In addition, effects of family socialization and power structure on children's choice of influence strategy and subsequent relative influence vary with the product type, decision stage, and subdecision. Finally, children's relative influence is also dependent on their choice of influence strategy.

An empirical study was advanced to partially test the model. Specifically, relationships among family socialization, power structure, children's choice of influence strategy, and their relative influence were empirically examined. A field experimental interaction procedure was designed for data collection from parent/child dyads. Multiple regressions were conducted to analyze the data. Results showed moderate support to the hypothesized relationships. However, most links in the testing model presented significant results. It appears that the integration of consumer socialization theory and power relational theory provides better explanation to children's influence behavior than either theory does individually.

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