By: Carlos Mondragón
Professor of Marketing at the ITAM
Children play an important role in purchasing decisions, influencing their parent’s acquisition and selection of products. The most common tactics they use are whining or acting up, until their parents give in to their demands.
Children exert an increasingly strong influence on consumer buying, not only in toys and recreational activities, but also in clothes that traditionally parents would choose for them. How successful they are in getting their wishes fulfilled will depend on the type of offer, the characteristics of the parents, the child’s age, and the stage in the purchasing decision process.
By: Marco Morán
What Language is More Persuasive and Credible?
The idea that judgments we make regarding those we communicate with are affected by the language they speak is not a new one. This idea becomes particularly relevant in the multicultural marketing environment, where marketing practitioners are forced to make decisions about the language employed to communicate with bilingual customers.
(read more…)