While many mothers might not find it surprising, scientific evidence has now emerged that connects children’s ‘nag factors’ with their exposure to marketing.
New research indicates that a child’s familiarity with a character used in marketing greatly increases the likelihood of them asking their parents for that particular product. This nagging usually manifests in one of three distinct ways.
Fortunately, the same study indicates that setting rules and teaching kids how to negotiate from an early age can help manage this nagging behavior.
I want one of those – A child’s likelihood of nagging for food is increased by their familiarity with the marketing character promoting it.
During the interviews, mothers reported on the amount of time their children spend in front of screens and how that correlated with their children’s requests for children-targeted food products. The researchers also inquired about how mothers handle their child’s nagging.
Published in the August edition of the Journal of Children and Media, this study could be beneficial for parents as well as health officials concerned about the obesity crisis.
According to Ms. Borzekowski and her associates, as the amount of television or internet usage by a child increases—especially with cheerful marketing characters—the more that child expresses a desire for those food items and persistently asks for them.
Thus, a carrot—lacking any cartoon character to market its health benefits—appears less enticing to a child compared to a highly promoted cereal or a burger from a fast food restaurant.
Intriguingly, researchers identified three types of nagging: juvenile nagging, boundary testing nagging, and manipulative nagging. Additionally, it was discovered that manipulative nagging and overall nagging tendencies tend to increase with age.
Ms. Borzekowski mentioned that other studies show that the nagging for heavily marketed items tends to peak around ages 10 or 11, coinciding with a peak in media consumption, and that it typically declines during the teenage years. Moreover, since ‘so many of us have dealt with this problem firsthand,’ she noted that finding solutions to ‘pester power’ is undoubtedly positive.
In her discussions, the mothers revealed ten different strategies to manage their children’s behavior, strategies with which Ms. Borzekowski feels quite familiar.
Interestingly, conceding to children’s requests tends to be ineffective.
‘Beginning to set rules and negotiate with children can happen much earlier than parents may think.’
A considerable number of mothers—36 percent—recommended reducing children’s exposure to commercials, while 35 percent suggested simply clarifying the reasons for making or not making particular purchases as common strategies for addressing nagging.
‘Most mothers regarded giving in as one of the least effective methods. This distinctive study provides a solid foundation for proposing further research and policies aimed at lessening children’s incessant demands for advertised products,’ Ms. Henry commented.
As nagging behavior evolves with age, Ms. Borzekowski suggests that there may be more effective strategies to minimize those ‘repeated requests.’
‘It’s never too early to establish rules and negotiate with kids,’ she states as a mother of three aged 14, 10, and 6.
‘You could even tell a 3-year-old, “we’re going into the store, and we can choose one item, which you get to select.” This approach can be explained to young children,’ Ms. Borzekowski indicated.
As children mature, their nagging styles and desired items will evolve.
Nevertheless, nagging doesn’t entirely vanish once they reach their teenage years. However, according to Ms. Borzekowski, if children can successfully nag when they are five, they will be even more adept at getting what they desire by the time they are 15.
by Susan Floyd
