The impact of parenthood on consumption: the new car buying experience

In this article the authors discuss the new car buying experience for expectant and new parents to identify the impact of becoming a parent on the values and attitudes they exhibit during the purchase experience and in the final choice they make. In particular, the authors contend that the introduction of a first baby to a family unit will influence the buying process as parents will use consumption to express values and to determine product usage. Firstly, literature delineating the buying process is reviewed, along with literature relating to value adjustment concerning the addition of a newborn to the family unit and the influences of impending or recent parenthood upon the purchase process for a new car. Following this discussion, research suggestions and managerial implications are discussed.