International food advertising, pester power and its effects

The issue of "pester power" where children influence their parents’ purchasing habits, is a controversial one.

International food advertising, pester power and its effects

Laura McDermott, Martine Stead, and Gerard HastingsInstitute for Social Marketing, University of Stirling and the Open University

Terry O'SullivanOpen University

INTRODUCTION

This paper will explore the phenomenon of 'purchase request behaviour' or, to use the more emotive journalistic term, 'pester power' (Young et al. 1996, p. 57), through a review of some of the more influential research on this controversial topic. We begin by analysing the key concepts underlying pester power – respectively, children's influence on family consumption and the sudden, and in some...

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