Pester power: it's all in “the game”

Abstract

Purpose

This study sets out to capture the consumer perspective regarding the purchase request relationship between parent and child.

Design/methodology/approach

This interpretive study enhances an understanding of these purchase request experiences as they are lived by respondents. The story of both parents, along with children, is thus considered paramount. Using a series of depth‐interviews and focus groups with parents and children, a key theme emerged through the interpretive process. “The game” permeates their experiences of this request relationship and is virtually unreported until now.

Findings

Contrary to extant research, this study positions the contemporary parent‐child purchase relationship as a positive experience where an understanding of “the game” permeates this natural familial interaction. Furthermore, a tacit understanding and awareness of the intricacies associated with “the game”, including each other's roles, tactics, outcomes, feelings and perspectives regarding “the game”, are considered playful and entertaining by all respondents.

Originality/value

First, adopting a consumer‐centric approach as the focus of this research instead of the much reported “vested interest” perspective added a new breadth and dimension to an understanding of the parent‐child purchase request relationship not previously captured. Second, the departure from extant positivistic research, to an interpretive approach proved very beneficial in uncovering “the game”: a novel departure from previous pester power research.

Citation

Nash, C. and Basini, S. (2012), "Pester power: it's all in “the game”", Young Consumers, Vol. 13 No. 3, pp. 267-283. https://doi.org/10.1108/17473611211261665