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“儿童消费力”不容小觑

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2016年03月31日

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“儿童消费力”不容小觑
Pester power is a child's ability to affect their parents' marketing decisions, often through the use of nagging, or pestering.
“儿童消费力”指的是儿童影响其父母消费决策的能力,通常通过唠叨和纠缠不休达到让父母购物的目的。

The phrase is used to describe the negative connotations of children's influence in their parents buying habits.

这种说法用来描述儿童对其父母的购物习惯带来的负面效应。

Pester Power is commonly used by marketing companies to target the 4–6 years old category as they have limited disposable income of their own, and consequently do not have the means to buy goods themselves.

营销公司常用“儿童消费力”来描述4到6岁的儿童的这种行为。他们自己没有什么钱,因而无法自己买东西。

The growth of the issue of Pester Power is directly related to the rise of child advertising.

“儿童消费力”问题愈发突出与儿童广告的增加直接相关。

A key concern of pester power is its effect on childhood obesity. As the products which are promoted to children are pre-sugared cereals, soft drinks, savoury snacks, confectionery and fast food, which in turn are some of the most calorie-dense of all food articles.

对“儿童消费力”最主要的担忧是其对儿童肥胖的影响。商家针对儿童的广告商品卡路里含量非常高,比如含糖谷物食品、软饮料、美味的零食、糖果糕点和快餐。

EXAMPLE:

Several times a day the boy mentioned the expensive video game to his mom, hoping that pester power could convince her to buy it for him.

这个男孩一天好几次向他的妈妈说起这款昂贵的电子游戏,希望用他的纠缠能力逼妈妈为他购买。


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