Corresponding author:
Vytautas Dikcius, Faculty of Economics and Business Administration, Vilnius University, Sauletekio ave. 9, LT 10222 Vilnius, Lithuania.
Email: vytautas.dikcius@evaf.vu.lt
The field of research on children's influence on parental purchase decisions enjoys substantial empirical evidence obtained from different countries over decades, including studies related to various products, types of families, and demographics of children and their parents. Systematic reviews of studies on children influence (Dikcius et al., 2016; Mangleburg, 1990) demonstrate that only part of the outcomes attained by the studies is more or less consistent in their findings: They find that children's influence is higher in the...