Purpose – Practitioners in particular have noted that kids are growing older younger (KGOY) and academic research has in parallel shown that children are becoming more involved in the final stages of purchase decisions, albeit in a limited number of product categories studied. This paper aims...

Purpose – The purpose of this paper is to note the growing significance of different family types in the west and explore the relationship between the complexity of family relationships typified in single parent, blended and intact families and the involvement of children in purchase...