“Pester Power” or “The Nag Factor” as the phenomenon is known as in US literature is the “tendency of children, who are bombarded with marketers' messages, to unrelentingly request advertised items”. The phrase is used to describe the negative connotations of children's influence in their parents buying habits.

1. Pester Power
Marketing Management

2. Prepared By
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Manu Melwin Joy
Assistant Professor
Ilahia School of Management Studies
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com

3. Pester Power
• “Pester Power” or “The
Nag Factor” as the
phenomenon is known as
in US literature is the
“tendency of children, who
are bombarded with
marketers' messages, to
unrelentingly request
advertised items”. The
phrase is used to describe
the negative connotations
of children's influence in
their parents buying habits.

5. Pester Power
• Due to children's buying
influence growing in line
with average household
income, some
commentators now refer to
the home as being a
Filiarchy due to the power
that children may hold in
the household's consumer
choices. This makes pester
power relevant for the
modern household.

7. Pester Power
• Pester Power is
commonly used by
marketing companies to
target the 4–6 years old
category as they have
limited disposable
income of their own, and
consequently do not have
the means to buy goods
themselves.

9. Pester Power
• The growth of the issue of
Pester Power is directly
related to the rise of child
advertising. Mr Potato
Head was the first
children’s toy to be
advertised on television,
this aired in 1952, and
paved the way for Pester
Power as pitching to
children was seen to be an
innovative new idea.

11. Pester Power
• It is now a convention for
children’s products to be
directly marketed at children.
Through Pester Power,
children have assumed role of
being the 'ultimate weapon' in
influencing family spending
because of the how they
consistently nag their parents.
As a result, children have been
likened to being a "Trojan
Horse" within the modern
household for marketing
companies

13. Pester power' costs parents £460 a year
• One in six parents claim they now find it difficult
to say "no" to their child when pestered to buy
them something.
• Nine out of 10 parents said their children demand
things when out shopping together.
• Just under one in 20 had not been mithered
while the rest choose to leave the offspring at
home to avoid the whining.
• Of those that give in, four in five parents bought
snacks even though they tried to be strict.

15. Reducing pester power
• Lay down some ground rules.
Before you take your child to a
shopping centre or other
pestering hotspot, talk about
what behavior you expect and
how you’ll respond to any
pestering.
• Praise your child for good
shopping behavior. If she gets
around the supermarket without
pestering, give her lots of positive
attention to make sure she knows
you’ve noticed. For example, ‘I’m
really proud of how you helped
me shop and didn’t ask for things
we can’t get’.

17. Reducing pester power
• Offer healthy incentives for good
shopping behaviour. For example,
‘If you can get through this
shopping trip without asking for
stuff, we’ll stop at the park on the
way home’.
• Try to keep advertising to a
minimum in your home – for
example, through the TV, radio,
internet, newspapers and junk
mail. Advertising is designed to
make children want things. If
they’re not exposed to it, they’re
less likely to see products and
think they want them.