Pester Power
Junk food, cereal and snacks increasingly marketed to children through “pester power”
Before the 1980s, with the exception of Disney and McDonald’s masterminds Walt Disney and Ray Kroc, companies felt little incentive to market their products to children because they felt children had no buying power. This perspective made sense at the time: Children have little or no income and limited ability to buy items on their own — unless they use “pester power” to get the materialistic goods they want.
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