Title: Mom I want it: impact of anthropomorphism on pester power among children

Authors: Vandana; Vinod Kumar

Addresses: Jagannath International Management School, New Delhi, India ' International Management Institute, New Delhi, Delhi-110016, India

Abstract: The present research investigated the impact of anthropomorphised product and animal on pester power among children. To achieve this objective, a scale on anthropomorphism is developed and two independent studies have been carried out to test the reliability and validity of the developed scale taking children and parents as respondents. Findings of the study revealed a significant impact of anthropomorphism on pester power. However, anthropomorphic animals are found to be more impactful than anthropomorphic products in influencing pester behaviour among children. Moreover, parent respondents revealed that anthropomorphic stimuli create significant impact in generating pester behaviour among children. On the contrary, child respondents did not disclose their impact on their behaviour in similar way. The study thus provides implications for marketers, academician and government.

Keywords: anthropomorphism; children; cognitive theory of Piaget; consumer socialisation theory; parents; pester power; resource theory; theory of mind.

DOI: 10.1504/IJBIR.2018.091912

International Journal of Business Innovation and Research, 2018 Vol.16 No.2, pp.168 - 185

Received: 23 May 2016
Accepted: 04 Jan 2017
Published online: 21 May 2018 *

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