Cognitive, affective and conative concepts as an antecedent to parental and child purchase influence strategies-observational evidences
by P. Anitha; Bijuna C. Mohan
International Journal of Business Innovation and Research (IJBIR), Vol. 22, No. 3, 2020

Abstract: The paper explores the concepts of cognitive, affective and conative theory of mind in generation of child influence strategies and its usage by parents and children during a purchase interaction. The paper is an innovative study with real-time observations on parent adolescent clusters in a retail setting. The observed data was coded using R software and analysed using interpretive phenomenological analysis. The results show that a particular state of mind generates a specific influence strategy. When an adolescent uses a particular influence strategy during a purchase the parent majorly uses the same influence strategy to counter the claims. The findings suggest that the focal point of marketers should be on communicating the value and uniqueness of a product which are often remembered by adolescents. Marketers should come up with innovative marketing strategies which reinforces the cognitive, effective and conative state of minds in young consumers.

Online publication date: Wed, 01-Jul-2020

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