Social Implications Of Invasive Marketing: A Crosscultural Empirical Investigation In The Indian And American Contexts

Abstract

This scientific investigation adopts a cross cultural perspective in studying the perception of parents regarding the contribution of children in bringing in awareness, creating interest, desire and influenceing final purchase decision of packaged food products. Parenting styles in the two cultures were studied in relation to the contribution of children to the four levels of AIDA. The sample size was 117 (40 American parents and 77 Indian parents). The reults indicate that there exists no significant difference in the two cultures regarding the contribution of children in bringing in initial inormation, creating interest and desire about packaged food products in the family but the two cultures differed significantly in terms of the contribution kids have in influencing the actual buying decisions regarding packaged food products.The influence of American children was lower in final purchase than Indian children. Indian parents showed higher level of indulgance (M=3.33, S.D. 1.7) tha...