Adolescent influence on household purchases

This study assesses adolescents\u27 influence on household purchase decisions. The data analyzed were from a survey of 281 fourteen and sixteen year old male and female students from three area school districts in Western Massachusetts. The sample represented blue and white collar families in suburban, urban and rural areas. The objectives of this study were: to determine the amount of influence teenagers exert over household purchases of low and high priced consumer durables and non-durables; to identify factors that influence teenagers\u27 choice of consumer goods; and to identify adolescents\u27 sources of consumer information. The study utilized a questionnaire developed by the researcher which in addition to questions related to teenagers\u27 influence on household purchases, included items concerning family composition, ethnic background, employment, individual earnings, and parents\u27 employment status. The study revealed that adolescents have an important role in family decision making and represent a substantial economic force in the U.S