Corresponding author:
Vytautas Dikcius, Faculty of Economics and Business Administration, Vilnius University, Sauletekio ave. 9, LT 10222 Vilnius, Lithuania.
Email: vytautas.dikcius@evaf.vu.lt
The field of research on children's influence on parental purchase decisions enjoys substantial empirical evidence obtained from different countries over decades, including studies related to various products, types of families, and demographics of c
