This "How television advertisements affect children's purchase psychologically" essay outlines the impact of the advertisement on the consumers' behavior as children of today are tomorrow’s adult consumers. 1998; How Markets Target Kids, n.d).
The autonomy of children in making decisions regarding family purchases has greatly increased compared to previous generations (How Markets Target Kids, n.d). The casual and friendly approach of parents towards their children has immensely contributed to such behavior. Children are not hesitant to openly voice out their needs in today’s households and parents yield to their requests either due to constant pestering from the child or to overcome their guilt about not having enough time to spend with their kids (How Markets Target Kids, n.d). In addition the changing family systems such as dual income, nuclear families and having children later in life have also influenced the buying capacity of the parents (How Markets Target Kids, n.d; Bhattacharyya & Kohli, 2007). However, in families where there are financial constraints such pestering can lead to child-parent conflicts which could have an impact on their relationship (Hoek, & Laurence, 1991). Constant pestering and crying for long periods could have an irritating effect on parents especially after a hard days work. The pester power of children is increasingly seen in consumption of food products especially junk foods such as burgers, pizzas and fries. Other products include clothes or choosing holiday destinations of their interest.