How Children make Purchase Decisions: Purchase Behavior of the Cued Processors

Gunnar Mau, Michael Schuhen, Sascha Steinmann, Hanna Schramm-Klein

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11 Citations (Scopus)

Abstract

This paper aims to analyse how children behave during a purchasing process in a simulated shop and how they put their goals into effect at the Point of Sale (POS). The focus of this research is children in Germany aged between 8 and 10 years. The results reveal answers to the following questions: which criteria do the children consider important when buying groceries? How efficiently and effectively do children pursue the goals demanded of them at the POS? This knowledge can support parents, teachers and educational organisations in teaching children consumer literacy.
Original languageEnglish
JournalYoung Consumers
Volume17
Issue2
Pages (from-to)111-126
Number of pages16
ISSN1747-3616
Publication statusPublished - 2016

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