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...