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Chapter 7

Sociology 2172A/B Chapter Notes - Chapter 7: Disney Cruise Line, Chevrolet Venture, The Home Depot

Course Code
SOC 2172A/B
Gale Cassidy

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-beyond the primary market is the impact of kids influencing more purchases
by getting their parents to buy other things for them and the family
-the influence market five to seven times the size of the primary market,
impacts businesses far beyond any traditional notion of a “kid business”
-over $500 billion up for grabs
-The Nag- Giving In Means Big Business
-a survey called “The Nag Factor” done in 1998-99 by Western International
Media Corp.
-found that between 20-40% of sales of toys, fast food and apparel are the
result of kids’ successful appeals to their parents
-Gene Del Vecchio calls this influence “Pester Power”
-“Nag Factor”
-the Western International Media Corp. survey revealed that most parents
would prefer Burger King or Pizza Hut rather than McDonald’s
-but Pester Power takes them to McDonald’s anyways
-this dynamic has made McDonald’s one of the most successful businesses
in the world
-but what was revealing in this study was that in some categories the
nagging mattered more because the parents claimed they would not have
bought the item if the kids had not asked for it
-this makes a big difference to a businessperson who may assume that adult
awareness or distribution, or even the pricing of an item, is enough to elicit
a sales response
-without that extra yank on the sleeve, almost 50% of parents would not
purchase the toy, or 30% of parents would not get the movie
-Two Types of Nagging
-nagging can take on two forms: persistent and importance nagging
-Persistence Nagging

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-persistence nagging is the most annoying kind, where the request is
repeated with increasing volume and intensity over time
-the younger the child, the more likely persistent nagging is his or her
-this type of nagging, which puts parents’ backs up, isn’t as effective as
importance nagging
-Importance Nagging
-importance nagging requires some level of sophistication in manipulation
-usually appeals to the parents’ desire to provide the best for their kids, an
aspiration often associated with boomer parents
-who wants the neighbourhood to think they can’t afford to get their kid the
latest bike?
-parental ego goes a long way to help kids fuel their desire for “more”
-James McNeal calls these requests a “style” and says children use a variety
of these styles to get what they want
-general appeals such as “You want me to be healthy don’t you?” or “You
want me to be happy don’t you?”
-overall, importance nagging works better according to the Western
International Media survey but persistence can still make a difference in
some businesses
-if you can make kids want it, you can get their parents to buy it
-some marketers also advertise to the parents to complement the pant-
pulling technique
-these parents are seen as “gatekeepers” and the goal is to soften them up
so that they won’t shut down the requests
-one cereal marketers calls them “Mean Moms”
-and while parents want to do what is best for their kids today, there is little
time and energy in their hectic lifestyle to deal with the battles of the no’s-
parents pick and choose their battles
-this influence can be seen in the increase in share of the pre-sweetened
cereal market- one of the only segments in the cereal category that has
experienced continual growth over the 1990’s
-how does this happen?
-lots of factors at play: dual-income families have more money to spend; the
pace of life is quickened to the point where purchases fill the gap for other
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