Abstract
Marketing in action; Pester Power: Today, everybody take into account the opinion of children in purchasing decisions. How can we explain that? This phenomenon reflects the evolution of mentality and the current trend of increase the importance of children in families. Nowadays, children have more autonomy and decision-making power within the family than in previous generations. Faced with this reality, a new phenomenon appears: "Pester Power". This is the power that children have on the family purchases. This power can be developed by using different tactics. In fact, children act in different ways according to situations, to influence their parents to buy what they want.
