Children’s Pester Power Level in Tourism Advertisements-A Pragmatic Perception

Abstract

The contemporary era boasts about the growing consumerism potentials among children. The advertisers accordingly are locating new product categories and redesigning their advertising campaigns to attract the children. Advertisements aired on Indian television of certain product categories portray the new changes in children advertisements. Such modifications are initiated to develop Pester Power in children. As Pester Power has grown to be a significant tactic in children advertising, the advertisers are trying their best to utilise it. The generation of pester power can lead to purchase actions. This tactic was initially developed and employed by advertisers for children products. But, now-a-days this technique is used for Family Products. Employing a Descriptive Research Design, the researchers have conducted a study on Pester Power level of children aged 8-12 years. Also, the differences (if any) between pester power level and children’s age was studied. Following the children consumerism in new product categories, the advertisers have located Tourism advertisements as one promising product category. Therefore, the study focuses on Tourism products. The study area chosen was Kamrup, Assam. The study revealed Pester power ranges between Above Average-Below Average Level. The findings also directed about the existing differences between the age and level of pester power for Tourism advertisements. Responses indicated that with age the pester power level varies. Further, the researchers also concluded that Age acts as an important factor for determination of pester power.