1:05:01
We asked parents to keep
a diary for three weeks
1:05:03
and to record every time
1:05:05
you could imagine
1:05:06
every time their child nagged
them for a product
1:05:10
we asked them to record
when where and why.
1:05:18
This study was not to
help parents cope with nagging.
1:05:24
It was to help corporations
help children nag
1:05:28
for their products
more effectively.
1:05:32
Anywhere form 20 percent
to 40 percent of purchases
1:05:36
would not have occurred
1:05:37
unless the child had
nagged their parents.
1:05:40
That is we
found for example
1:05:42
a quarter of all visits
to theme parks
1:05:44
wouldnt have occurred unless
a child nagged their parents.
1:05:48
Four out of ten visits
to places like Chuck E. Cheese
1:05:50
would not have occurred.
1:05:52
And any parent would
understand that
1:05:53
you know when I
think of Chuck E. Cheese
1:05:54
oh my goodness
its noise.
1:05:59
And theres
so many kids.
1:06:00
Why would I want to
spend two hours there?
1:06:02
But if the child nags
enough you 're going to go
1:06:04
We saw the same thing with
movies with home video
1:06:07
with fast food...
1:06:09
We do have to break
through this barrier
1:06:11
where they do tell us
or they say
1:06:14
they dont like it
when their kid snag.
1:06:17
Well thats just a general
attitude that they possess.
1:06:20
It doesnt mean that they
necessarily act upon it
1:06:24
a 100 percent of the time.
1:06:28
You can manipulate
consumers into wanting
1:06:33
and therefore buying
your products.
1:06:35
It's a game.
1:06:39
Children are
not little adults;
1:06:41
their minds
arent developed.
1:06:43
And whats happening is that
the marketers are playing
1:06:45
to their developmental
vulnerabilities.
1:06:50
The advertising that
children are exposed to today
1:06:53
is honed by psychologists;
1:06:56
it's enhanced by
media technology
1:06:58
that nobody ever
thought was possible.