Investigates influence of children under age of eight on food‐related decision making/consumption

What is it about?

The exploratory findings of this study suggest that younger children apply effective if less sophisticated pestering techniques than older children, and play a significant role in determining family food consumption. They demonstrate a purposeful and directed pursuit of food brands and products, along with an awareness of the purpose of promotion and a desire to use a number of persuasive techniques in their dealings with parents. This contradicts some of the existing thinking that younger children in the 3‐8 year age group have little/less influence on purchasing food.

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Why is it important?

This research offers a number of contributions in that it presents the views of both children and parents, and uses novel techniques through visual representations of feelings and emotions to elicit findings.