International food advertising, pester power and its effects

Laura McDermott, Terry O’Sullivan, Martine Stead and Gerard Hastings

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...

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