Influence of childrend and advertising on mother buying decision - Moderating effect of children age

Abstract

This study examined the impact of children and advertising on mother’s decision in buying products for their children in Vietnam. Moreover, children’s age and kinds of products were added to test their moderating impacts on mother’s decision. The survey was conducted on 288 mothers of children at 3-12 years old. The results contributed to theory by confirming that children’s rational influence has the strongest effect on mother’s buying decision while content of advertising and children’s emotional influence have lower effects. The children’s age is a moderator for the influence of children on mother’s decision. Children at higher age are more rational and thus have stronger influence on the mother’s buying decision.