Though the role of emotion and family communication patterns in purchase behavior including purchase loyalty is essentially significant, it has received scant empirical attention in the context of children’s consumption behavior. Thus, the present study aimed to explore the influence of children’s emotions induced by food product TV commercials, particularly pleasure and arousal, on their purchase loyalty. It also examined the moderating effects of socio- and concept-oriented family communication patterns on this relationship. The empirical analysis of survey data of 209 fifth- and sixth-grade Iranian students through confirmatory factor-analytic approaches and structural equations modeling indicates the need for reflecting on their emotions as they intend to make purchase decisions. Our findings reveal that children’s emotion exercises a significant impact on their purchase loyalty and the more positive they feel about a product, the more loyal they remain towards it. Regarding the moderating roles of family communication patterns, it is found that these maverick consumers make purchase decisions independently regardless of their parents’ communication styles. The achievements not only contribute to the theory of planned behavior by indicating emotion as a significant attitudinal element affecting purchase behavior but also they have crucial implications for developing effective marketing communication strategies for young-consumer markets.

尽管情绪和家庭沟通模式在包括购买忠诚度在内的购买行为中的作用本质上很重要，但是在儿童的消费行为中，它在经验上的关注很少。因此，本研究旨在探讨食品电视广告引起的儿童情绪，尤其是娱乐和唤醒对他们购买忠诚度的影响。它还考察了以社会和概念为导向的家庭沟通模式对这种关系的调节作用。通过验证性因子分析方法和结构方程模型对209名伊朗5年级和6年级学生的调查数据进行的实证分析表明，在他们打算做出购买决定时需要反思自己的情绪。我们的研究结果表明，儿童的情绪会对他们的购买忠诚度产生重大影响，并且他们对产品的感觉越积极，他们对产品的忠诚度就越高。关于家庭沟通模式的调节作用，发现这些特立独行的消费者可以独立于购买决定而与父母的沟通方式无关。这些成就不仅通过表明情绪是影响购买行为的重要态度因素而为计划行为理论做出了贡献，而且对于开发针对年轻消费者市场的有效营销传播策略也具有至关重要的意义。结果发现，这些特立独行的消费者可以独立于购买决定而与父母的沟通方式无关。这些成就不仅通过表明情绪是影响购买行为的重要态度因素而为计划行为理论做出了贡献，而且对于开发针对年轻消费者市场的有效营销传播策略也具有至关重要的意义。结果发现，这些特立独行的消费者可以独立于购买决定而与父母的沟通方式无关。这些成就不仅通过表明情绪是影响购买行为的重要态度因素而为计划行为理论做出了贡献，而且对于开发针对年轻消费者市场的有效营销传播策略也具有至关重要的意义。