PESTER POWER & FAMILY DYNAMICS IN CHILDREN ADVERTISEMENTS-AN EMPIRICAL PERSPECTIVE

Abstract

Considering the growing children consumerism, the advertisers of Electronics, Automobiles and Tourism have started shifting the focus to a child. Children Advertisements aired in Indian television are developed in order to build pester power which in return can initiate a purchase decision. Also, the effectiveness of pester power depends on Family Dynamics. Hence, the researcher following a descriptive research design firstly makes an attempt to frame the level of pester power for children advertisements for the select product categories as per the age groups. Secondly, family dynamics was studied using the three prime factors from the Bowen’s Family Systems Theory in order to understand the working and effectiveness of pester power. This study concluded with the level of pester power as per the age followed by a distinct picture of Family Dynamics of the children respondents.