Their ideas worked. They received more inquiries from young adults in the area, and even a couple of thank you notes from parents. Everyone is influenced by the opinions of others. Be careful in assuming that just because kids have left the nest that they are only influenced by peers. Eighteen years at home creates a lot of trust and brand equity for many products and services.
Behavioral research shows that children influence the purchasing decisions of parents, too.
We're all familiar with the crying child in the supermarket who demands a cereal with a favorite cartoon character on the box. Dual motivation analysis allows marketers to focus on the most persuasive logical and emotional advertising messages for both the buyer and the user. But children have greater buying influences on parents. For example, if parents believe their teens have more knowledge about a product, such as a computer or MP3 player, the teen's influence on the buying decision increases. If parents believe the productcategory has more relative importance to their children, such as the choice of a college or prom dress, their influence is greater.