The nag factor: Measuring children's influence

The impact of children's nagging is assessed as up to 46% of sales in key businesses that target children.

The nag factor: measuring children's influence

Elena Morales, Lieberman Research Worldwide, examines how children influence parental purchases in different markets

Nagging is typically considered a negative behaviour. But in the context of this article, it is neither good nor bad. Nagging merely describes the interaction between parents and children when the children request a product or service for their own consumption.

But what is the parental context for marketing to children, what are children asking for and how do parents respond? To answer these questions, Lieberman Research Worldwide, along with Initiative Media Worldwide, conducted the Nag Factor study.

The...

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