Key Factors in Children’s Choice of Clothing – The Logit and Probit Binary Choice Models Antonio Cardoso, PH. D. (1) , Mario de Araujo, PH. D. (2) and Eduarda Coquet, PH. D. (3) (1) University Fernando Pessoa, Faculty of Human and Social Sciences, Praça 9 de Abril, 349 - 4249-004 Porto, Portugal; Tel: (351) 964508476 email: ajcaro@ufp.pt (2) University of Minho, School of Engineering, 4800 Guimaraes, Portugal email: mario.araujo@det.uminho.pt (3) University of Minho, Institute for Children Studies, 4700 Braga, Portugal email: coquet@iec.uminho.pt Abstract: this article aims to identify the key factors in the choice of children clothing. An exploratory study was developed through a questionnaire answered by 313 children, between the ages of 6 and 11, from 4 different schools in Porto (Portugal), covering the private / state and the rural / urban dimensions. The Logit and Probit binary choice models have been chosen to evaluate the factors that influence children’s choice (proxy), based on a hamper constituted by “Brand Name, Functionality and Fashion”). The conclusions show that these choices are positively related to Age, Sex, Environment, Parents’ Income, Self-Esteem, Susceptibility to Interpersonal Influence and Utilitarian Value. On the contrary, Susceptibility to Reference Group Influence, Materialistic Attitudes, Ostentatious Value and Involvement are negatively related to choice. Keywords: Children, Self-Esteem, Materialism, Consumer Susceptibility to Interpersonal Influence, Consumer Susceptibility to Reference Group Influence, Utilitarian Value, Ostentatious Value, Involvement, Logit and Probit Models