‘Pester power’ refers to children’s ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be. This article studies relevant literature from both national and international side; and analyzes the antecedents of assumption of undue power by kids over their parents in an Indian context.

Prasoon Joshi, Creative Director of McCann Erickson says, “Kids are responsible for making an ad a hit or flop.”1 Children’s behavior over the years has become more divergent and independent at a global level. They enjoy freedom in almost everything they do with more autonomy in decision making than before. Compared to previous generations, family purchase decisions have been more children-specific or kidscentric. Children are even seen as major influence in family purchases, being unreasonably vocal about their needs and wants, which is otherwise known as ‘pester power’ or ‘kidfluence’2. ‘Pester power’ refers to children’s ability to nag their parents into purchasing items they may not otherwise buy (Mintel, 2002). These undue influences of children over parental decisions are not undermined by marketers especially when the product is for the kids. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.3 Today, the awareness level of children on any product is very high. Starting from junk food to digital and electronic item, kids have their own source of information on them. Media boom and advertisement has helped a great deal for the same. Thus, for the marketers, children make a huge market and anything that builds up pestering means sales today. There are many factors which make pestering happen. Along with direct nagging, kids’ indirect influence on family purchase decision is seen too, where parents give due weightage to kids’ preferences anytime they make purchase decision. Attention- Interest-Desire-Action (or AIDA) model of advertising seems to work very swiftly in case of kids and hence constitutes marketers’ prerogative. The article highlights various factors in global scenario, and Indian context of the issue along with an audit of current industry practice amid regulatory environment.

Advertising Express Magazine, Contemporary Advertising Practice, Pester Power in India, Pester Power – An Inference from Literature, Behavioral Manifestation of Kids, Kid’s Apparel Market, Kids Play Important Role in Buying, Use of Technology by Young Children, Advertising vis-a-vis Kids, Children See Technology as Toys, Kids in the Age of Technology, Complan Ad, Advertising in India – A Concern for Kids, Few Indian Ad Examples, Horlicks Ad, Top Ramen Smooth Noodles Ad, McDonald's Boy friend & Girl friend Ad, Advertising Standard Council of India Logo, Children and Ad Ethics.