Strategies elementary school children use to influence mothers' food purchasing decisions.

This study aimed to understand the strategies elementary‐school‐aged children used to influence mothers' food purchasing decisions. Semi‐structured qualitative interviews were conducted with 40 children aged 6–11 years and their mothers living in South Carolina. Strategies to influence mothers' food purchases were collected from children and their mothers separately. The interviews were audio‐recorded, transcribed verbatim, and open‐coded. The constant comparative method was used for data analysis. Coding matrices were used to compare children's and mothers' responses on the children's strategies. Children reported 157 instances of 25 distinct strategies to influence mothers' purchasing decisions. Mothers had concordance with 83 instances of these strategies. Mothers were more concordant with sons than daughters. The most common and successful strategies reported by children and mothers were repeated polite requests, reasoned requests and referencing friends. Other strategies included offers to contribute money or service, using other family members to pursue mothers for the item, writing a list and grabbing desired items. Mothers perceived that children had a large influence on food purchasing decisions. Children were aware of the strategies that would get positive reactions from mothers. They (children) could get their desired items a lot of times, often, or several times in a month from their mothers irrespective of the healthfulness of the items. Children's influence can be used as a change agent for improving mothers' food purchases if children prefer healthy foods. Efforts are needed for mothers and children to help address children's strategies to influence mothers to purchase unhealthy foods and make healthy foods more appealing to children. Key messages: Repeated polite requests, reasoned requests, and referencing friends were children's most common and successful strategies to influence mothers.Mothers perceived that children had a large influence on their (mothers') food purchasing decisions.Children perceived that their mothers purchased their requested items a lot of time or often.Location did not contribute much to children's initiation of requests to influence mothers to purchase their (children's) desired itemsMost items mothers purchased, being actively or passively influenced by children's requests, were EDNP foods and drinks. [ABSTRACT FROM AUTHOR]