Abstract
Reports research on the degree to which UK adolescents feel they have an impact on decision making within their families, and the extent to which adolescents and parents agree or disagree with the adolescent’s perceived influence when purchasing products;most previous research has concentrated on children rather than adolescents. Discusses the concept of consumer socialisation, i.e. the process by which young people acquire skills, knowledge and attitude relevant to their functioning as consumers; although parents are the foremost influences in this, there is also reverse socialisation, where children use their product knowledge to influence parents’ decisions. Distinguishes between socio‐oriented and concept‐oriented parental communication: the latter is likely to increase the child’s influence on decision‐making. Outlines demographic changes, such as the greater number of one‐parent households and two‐income families, which have produced “time‐poor” parents: the result is that children and adolescents now exercise a greater influence on purchasing decisions. Tests two hypotheses: that parents and adolescents disagree in their perceived ratings of adolescents’ product category decision influence; and that male and female adolescents’ perceived influences differ across a range of product categories. Concludes that parents and adolescents generally agree, but that there is some degree of difference between male and female perceived influence ratings, in the categories of large purchases and food.