Involvement, cognitive development and socialization: three antecedents of the child’s cents‐off sensitivity

The main purpose of this article is to get a better understanding of the child’s cents‐off sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children, underlines the important influence of the child’s product involvement on his cents‐off sensitivity and on his brand sensitivity. Moreover, this research shows the non‐linear influence of the child’s cognitive development on his cents‐off sensitivity as well as the role of parents’ socialization. Furthermore, it appears that the child’s cents‐off sensitivity shapes his brand sensitivity and his influence strategies.