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

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