The findings show that after family rose the need of leisure consumptions as a group, (e.g. the
need of having a day outing in this research), children were the central object of parental
considerations, whereas parents acted as the gatekeepers and as the key evaluators judging what they
considered as a suitable product and rejecting any unsuitable or unpractical product options. Moreover,
child-oriented incentives were powerful encouragements to making first purchases of a product. The
selection of a suitable final purchase choice was like a competition among different product options.
The products being proposed as candidates of the purchase choices that met the desire of family
consumptions and gained the most positive evaluations from adults and children - the one which
scored the highest points among the family consumers - could successfully turn into the final purc