Abstract
Children are considered to form a predominant future consumer market with a substantial lifetime value. Marketers target children with powerful marketing messages which inspire kids to pester their parents. Parents accuse marketers for their children’s’ pestering however marketers believe that parents are themselves responsible for their children’s nagging/product purchase requests. This research studies child socialization agents as antecedents of pester power. A cross-sectional causal research was conducted by distributing 600 questionnaires to parents having at least one child aged between 7-11 years of age. Hypotheses statements were tested by using SEM with path analysis and CFA.A substantial affirmative association was found among child socialization and pester power. This research proposes exploration of various strategies used by children to pester their parents to buy products of their choice. Understanding the consumer behaviour of child influencers will aid marketers in developing effective targeting strategies established upon the outcomes of this research study.
Keyword(s)
Pester power, child socialization, purchase decision, Cognitive, nag factor, persuasive