The Open UniversitySkip to content

International food advertising, pester power and its effects

McDermott, Laura; O'Sullivan, Terry; Stead, Martine and Hastings, Gerard (2006). International food advertising, pester power and its effects. International Journal of Advertising, 25(4) pp. 513–539.

Google Scholar: Look up in Google Scholar


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.

Item Type: Journal Item
ISSN: 0265-0487
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 9382
Depositing User: Jackie Fry
Date Deposited: 26 Sep 2007
Last Modified: 07 Dec 2018 09:07
Share this page:

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU