| Summary: | Children nowadays are playing an increasingly important role in family purchase decision-making. Television advertising has been regarded as one of the most influential consumer socialisation agents which enable children to gain knowledge about consumption and a highly debated probable cause of parent-child conflict such as pester power. This study aims to determine in a Chinese context how children gain the power to influence family purchase decision making and how much impact TV advertising and celebrity-endorsed TV advertising act as factors have on children’s purchase intention and pestering behaviour.
Based on a review of the literature on children’s empowerment as a decision-maker, TV advertising as consumer socialisation agent, children’s being an easy target of the marketers and advertisers and finally, pester power as an unwanted consequence of advertising, an online survey was drafted and distributed to 365 parents in China. Quotas were set to recruit valid respondents. The results indicate that celebrity-endorsed TV advertising has a positive impact on children’s purchase intention and distinctive policy in China like the ‘one-child’ policy does influence Chinese parents’ parenting styles and their approach to respond and react to children’s purchase request and pestering behaviour.
Keywords: pester power, the ‘one-child’ policy, television advertising, consumer socialisation.
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