New study demonstrates the pervasive influence of children on parent purchases

March 17, 2009 "Most parents seem to be completely unaware of how much their little ones make them buy“, said Claus Ebster, one of the researchers from the University of Vienna that unobtrusively monitored 178 parents shopping with their child in Austrian supermarkets, after which they were interviewed. When asked how many products their children had made them buy, on average parents only reported half the number of purchases that had been secretly observed. "Considering that the majority of purchase decisions in a supermarket are made in the store, neither retailers nor parents should underestimate the importance of child-induced purchase decisions", said Udo Wagner, professor of business administration of the University of Vienna.

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