Watne, Torgeir and Winchester, Tiffany (2011) Family holiday decision making: the knowledge and influence of adolescent children and parents. In: Australia New Zealand Marketing Academy Conference 2011 : Proceedings. MacCarthy, Martin, ed. School of Marketing, Edith Cowan University, Perth.

Abstract

This paper investigates the influence adolescent children have over their parents with regards to holiday decisions . A dyadic method of analysis was used to determine the level of influence young people have on the decision making of their parents. Our research shows that the families in general do not s ee their adolescent children as more knowledgeable than the parents when it comes to holidays . However, the level of knowledge the family perceives the child to have is strongly related to how much influence the child then has over the parent. Also, the le vel of „expertness‟ the family attribute to the child is strongly related to the family‟s attitude towards the child as a socialisation agent for the parent. Parents knowledge on the other hand, is not related to how influenced they are by their children. Finally, daughters have a larger impact on their parents‟ holiday decisions than sons. --Conference held Perth, 28-30 November.

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