Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11037
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: International food advertising, pester power and its effects
Authors: McDermott, Laura
O'Sullivan, Terry
Stead, Martine
Hastings, Gerard
Contact Email: gerard.hastings@stir.ac.uk
Issue Date: 2006
Publisher: World Advertising Research Center
Citation: McDermott L, O'Sullivan T, Stead M & Hastings G (2006) International food advertising, pester power and its effects, International Journal of Advertising, 25 (4), pp. 513-539.
Abstract: The increasing importance of children as consumers has focused attention on 'pester power': children's influence over adult purchasing through requests and demands for certain products. Many concerns are expressed about pester power, including that it increases parent-child conflict. In the contested area of food marketing, an additional and particularly potent criticism of pester power is that it can undermine parents' attempts to feed their children a healthy diet. Results from a systematic review of international evidence find that food advertising does cause 'pestering' by children and results in parents buying less healthy products that are associated with obesity. This undermines industry arguments that pester power is just a legitimate way for children to express their growing autonomy as consumers. Policy implications for marketers and government are discussed.
Type: Journal Article
URI: http://hdl.handle.net/1893/11037
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing
The Open University
Institute for Social Marketing
Institute for Social Marketing

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