What is it about?
This study looks at children's accounts of supermarket shopping and finds more co-operation than conflict between children and parents in the supermarket
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Why is it important?
This questions the extent of pester power and finds more co-operation and negotiation between parents and children in the supermarket as young consumers become more involved in the family food decisions.
Perspectives
This is a small exploratory study that recognises the importance of the child's perspective and concurs with findings form Danish studies (Gram 21014).
Professor David W Marshall
University of Edinburgh
Read the Original
This page is a summary of: Co-operation in the supermarket aisle: young children’s accounts of family food shopping, International Journal of Retail & Distribution Management, December 2014, Emerald,
DOI: 10.1108/ijrdm-08-2013-0165.
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