| Abstract: | In the marketing and consumer behavior literature, there has been a growing attention on upward intergenerational influences, or reverse socialization, which is largely because of children's increasing influences on family decisions. This paper hypothesizes different patterns of upward intergenerational influences in single versus multiple‐child families, controlling for peer and spousal influences. We found that young adult single children had a direct positive influence on their parents' innovation adoption behavior, but not a significant influence on their parents' overall innovativeness, whereas young adult children with siblings had a different effect: Their innovativeness had a significant positive influence on their parents' overall innovativeness, but not a direct impact on their parents' innovation adoption. |
