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| Author: | Lawlor, M-A. Prothero, A. |
| Title: | Pester power - a battle of wills between children and their parents |
| Journal: | Journal of Marketing Management
2011 : MAY, VOL. 27:5-6, p. 627-645 |
| Index terms: | consumer behaviour consumers children marketing |
| Freeterms: | influence strategy socialization |
| Language: | eng |
| Abstract: | In the child-marketing literature and at a societal level, a prevalent concern is that of pester power. This paper deals with the issue by accessing children's views on pester power, as opposed to previous studies tending to prioritize parental perspectives. Herein, findings are presented from an interpretive study including children from 7 to 9 years of age. It is suggested that children understand the various responses made by parents to purchase requests, e.g. agreement, negotiation, refusal etc. and their parents' rationale for such responses. It is concluded that the interaction can be more closely aligned with the broadening understanding of the consumer socialisation process instead of the negative connotations of pester power and conflict phenomena. |
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