Free Product for the Same Price: Is the Child Sensitive?

• Isabelle Muratore ^[1]
  1. [1] CREGO, Université Montpellier II
• Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 217-238
• Idioma: inglés
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• Resumen

  • The main purpose of this article is to get a better understanding of the child's free product sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children underlines the important influence of the child's product involvement on his free product sensitivity and on his brand sensitivity. Moreover this research shows the no influence of the child's cognitive development and parents free product sensitivity on the child's free product sensitivity. Furthermore, it appears that the child's free product sensitivity shapes his brand sensitivity and his influence strategies.