The 'Nag Factor' and Children's Product Categories
Eileen BridgesKent State University
Richard A. BrieschSouthern Methodist University
INTRODUCTION
In the USA, although advertising for adult products is aimed directly at the decision maker/buyer, for children's products the path to purchase is less direct. Manufacturers and retailers of consumer packaged goods often design advertising and promotional activities that appeal to children. However, when children wish to influence a purchase, they tend to use the 'nag factor', which describes an indirect path beginning with promotional activities influencing children, who then request that their parent(s) buy the product, followed by the parent(s)...