National Cultural Constructs and Consumer Socialization Effects on Adolescent’s Influence on Family Vacation Decisions

Abstract

With the expansion of globalization, the search for new markets and the interest of companies in the knowledge of how, in specific cultures, families structure their purchase decisions, is of particular relevance nowadays. Literature has evidenced the existence of diverse cultural dimensions, namely individualism-collectivism and power distance. In addition, the family buying decisions is one of the most difficult consumer behavior subjects. Thus, adolescents became an increasingly attractive segment for companies, because they are considered as an active element and have influence the most important consumption unit, the family. However, services for family use have not yet been properly studied. This research main goal is to examine the influences of the national cultural constructs of individualism-collectivism and power distance, and consumer socialization effects on adolescent's influence on family vacation decisions. A quantitative research method is utilized in high schools in Lisbon district, Portugal. 1,800 questionnaires were delivered in classrooms during May 2018. Adolescents were instructed to deliver questionnaires to their mothers, and 726 validated questionnaires were returned. Results of logistic regression analysis point to individualism, parental communication style, internet influence, television influence, adolescent's service knowledge, family size and structure as purchase important explanatory variables. Several contributions are made to this knowledge area. Firstly, the importance of including the adolescent in purchases for family use is reinforced. Secondly, marketers should focus their efforts on adolescents more individualistic, with more permissive parenting styles families, more influenced by internet and television, with greater service knowledge, and from single-parent and larger families. These results are innovative. A contribution to companies is offered by providing evidence of adolescent´s influence on family purchases. Given their importance on family decisions, it is important that marketers focus their efforts on adolescent satisfaction.