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A Influência Da Criança No Processo De Compra Familiar – Uma Abordagem Parental

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Author Info

  • Iolanda Vieira

    (Escola Superior de Tecnologia e Gestão do Instituto Politécnico de Viana do Castelo)

  • João F. Proença

    (Faculdade de Economia. Universidade do Porto)

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    Abstract

    Este trabalho utiliza o “estilo parental” (Darling e Steinberg, 1993) estudado na psicologia para evidenciar a sua importância na forma como as crianças influenciam as decisões de compra dos pais. O estudo foi efectuado sobre a compra de brinquedos em Portugal, junto de mães com filhos de 6 a 10 anos, e revela que a frequência com que as crianças exercem a sua influência e os vários tipos de estratégias a que recorrem estão relacionados com o estilo parental da mãe.

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    Bibliographic Info

    Article provided by ISEG, Technical University of Lisbon in its journal Estudos de Gestão - Portuguese Journal of Management Studies.

    Volume (Year): VII (2002)
    Issue (Month): 2 ()
    Pages: 187-200

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    Handle: RePEc:pjm:journl:v:vii:y:2002:i:2:p:187-200

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    Related research

    Keywords: Marketing da criança; comportamento do consumidor; influencia no perfil parental.;

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