Relationship between exposure to child-targeted television and internet marketing, parents' purchase decisions, and children's pester power

• Main Authors: Bello, Jessica Mari, Chia, Irena Frances, Lim, Nicolle, Tinimbang, Lara
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Mass media and children; Television and children; Internet marketing; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10531
• Institution: De La Salle University

The study examines if there is a relationship between the exposure of children to Television (TV) and Internet marketing, and their pester power. To verify, the researchers checked if there is an association between the levels of exposure they get to the number of times they make product requests to their parents. Moreover, the study also considered parents decisions to purchase in understanding the possibility of a child pestering. It also examines whether parents believe that their child pesters more if they decline the request. To test these claims, the researchers tapped 120 parents for the survey. The respondents answered a survey online regarding their childrens exposure to media marketing, their childrens purchase requests, the parents purchase decisions, and their childrens pester power. The researchers found that there is a positive relationship between the exposure to child-targeted TV and internet marketing and frequency of a childs purchase request. This means that the more a child is exposed to TV and Internet marketing, the more he/she makes product requests to a parent. However, it is not necessarily that if a child requests more, the parent will agree to buy. This study also verified that most parents believe that the child pesters if they do not buy the product requested.