Children as consumers: influence strategies and decision-making roles in Arab households

Purpose This study aims to examine the influence tactics children use to persuade parents in family buying decisions, categorizing their impact across the three key buying stages: recognition, search and evaluation and final purchase. The study also explores perception differences between parents and children regarding these influence strategies. Design/methodology/approach A survey was conducted in Oman’s Dhofar region, using a bilingual questionnaire that targeted children aged 8–12 and their parents. A total of 175 responses were collected, with 160 valid responses used for analysis. Data were processed using SPSS 16 for t-tests and AMOS 24 for factor analysis to examine the children’s influence strategies and perception differences across buying stages. Findings Results reveal that children use a combination of bargaining, persuasion, emotional and aggressive strategies to influence family purchasing decisions. However, significant differences exist between parental and child perceptions, particularly in the search, evaluation and final buying stages, where children perceive their influence as greater than parents acknowledge. The study also highlights the growing role of digital exposure in shaping children’s consumer behavior. Research limitations/implications This study contributes to the literature on consumer socialization and family decision-making by offering evidence from a culturally grounded, digitally evolving Arab context. It highlights the need for extending theoretical frameworks to account for culturally mediated parent–child dynamics and digital exposure. Given its reliance on self-reported data from Oman, future research should incorporate cross-cultural comparisons and multimethod approaches, including qualitative and longitudinal designs, to deepen understanding of how children’s influence strategies evolve across contexts and developmental stages. Practical implications The findings provide actionable insights for marketers, suggesting that brands should develop child-friendly yet ethically responsible advertising and co-creation strategies to engage both children and their parents. Policymakers are encouraged to strengthen advertising regulations to ensure responsible marketing to young consumers. Social implications This study highlights the increasing role of children as consumer influencers within Arab households and raises ethical concerns about their exposure to persuasive digital marketing. It calls for stricter regulation of child-targeted advertising and advocates for consumer literacy and sustainability education in schools. The findings support sustainable development goals 12 by encouraging socially responsible marketing and the early development of ethical consumption behaviors in culturally sensitive contexts. Originality/value This study addresses a significant gap in the literature by examining the influence of children on family purchasing decisions within a culturally specific Arab context. It contributes new theoretical insights into parent–child decision-making dynamics. It highlights the importance of culturally responsive marketing strategies that reflect the evolving role of children as active influencers in Gulf societies.