Safety First! Wait, Ambition First! How Parental Psychology Shapes Purchase Preferences for Their Children

ABSTRACT Parental influence is central to consumer decision‐making, yet limited research has explored how gender‐specific parental motivations shape purchase preferences for children. This study investigates whether and why a parent's gender affects such preferences. Drawing on Gender Role Theory and Consumer Motivation Theory, we propose that mothers are more responsive to safety‐ and approval‐related cues (e.g., best‐selling products), while fathers are more drawn to cues signaling exclusivity and ambition (e.g., limited‐edition products). Across three large‐scale studies (total n = 639) including a field experiment and two pre‐registered experiments conducted in India and the United States, we find robust and consistent evidence supporting our core propositions. Mothers preferred best‐selling products due to a safety focus, whereas fathers preferred limited‐edition products driven by ambition focus. These findings can guide the development of segmented product lines and campaigns that enhance consumer engagement and sales by emphasizing product popularity and trust for mothers, and exclusivity and aspiration for fathers, offering both theoretical insights and actionable implications for marketers targeting parent consumers.