The Death of 'Pester Power'. Intergenerational Food Shopping

’Pester power’ has appeared persistently the last decades, meaning that children nag parents to get their wishes fulfilled, but little evidence is found in the literature to support that pester power was ever important in family decision making. It draws with it simplistic perceptions of parents and children far from the reality of supermarkets. This paper explores family decision making in a food context based on observations from USA and Denmark examining the state of pester power in grocery shopping. Findings show that parent and child interaction is far more about relationship-building, advanced negotiation and habit than pestering.


Malene Gram (2011) ,"The Death of 'Pester Power'. Intergenerational Food Shopping", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 479-480.


Malene Gram, Aalborg University, Denmark


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Read More


M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More


Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.