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Mommy, Buy Me That!

August 16th, 2011  |  Published in Better For You Marketing, Eating Better, Food Business, Improve Your Family's Lifestyle, Marketing to Children, Reports and Studies

Although most kids don’t really write the family food shopping list, a research team from Johns Hopkins Bloomberg School of Public Health found that children do use manipulative nagging to get mom to buy specific items which may not be too healthy.  The researchers found that kids’ tendency to nag about particular products is the result of their familiarity with commercial television characters.  Lead author  Dina Borzekowski, EdD, says “To address childhood obesity, it may be necessary to limit the amount of food and beverage advertising shown on commercial television and other media, as this may lessen children’s nagging for unhealthy items.”  Moms in the study said that  packaging, characters, and commercials as the three main forces compelling their children to nag.  So how do moms deal with this manipulative nagging?  Not too well — they give in, yell, ignore, distract.  Others try to stay calm and consistent, avoid the commercial environment, negotiate and set rules, allow alternative items, explain the reasoning behind choices, and limit commercial exposure.  Thirty-six  percent of mothers suggested limiting kids exposure to commercials. — Joyce

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