PERIPHERAL CUES & PARENTAL CONTROL: A STUDY ON THE EFFECTS OF PURCHASING REQUESTS MADE BY CHILDREN

Abstract

Children are the major consumers of the junk food these days and they get attracted towards the peripheral cues in food advertisements. Keeping this in mind the present study focuses on the effects of the peripheral cues and the parental control on the purchase request by the children. It has been find out in past researches that majority of advertisements on television are the food advertisements. Various researches have studied the influence of parental control alone on the purchasing requests, however, there has not been any substantial results concluded. In this research the influence of parental control on purchasing requests have been studied with respect to other factors such as peripheral cues and parents catering the requests of the children. For the conduction of the present study Likert scale questionnaire has been used to evaluate the desired variables that are peripheral cues including elements such as fun/happiness, energy, action, fantasy, animation, promotional characters, music and sports and purchase request. The sample is comprised of 360 individuals in which 180 are children from age 8-10 years old and 180 are their parents respectively, selected randomly from the private schools of Islamabad.