Everyone wants the best for a baby. A mother wants her baby to have the best in the ways of food, toys, clothing and equipment. Her value judgments on prices may go wrong when it comes to buying for a baby, particularly the first one. Factory producers and advertisers recognize this, and exploit it to the full. Far more is spent in buying push-chairs, special milk, and special powders for small babies than is necessary. The child himself watches television, a particularly strong influence on small children. Looking at them as they watch television, and then watching them react to products afterwards, suggests that young children accept the television advertisements as well as the guidance offered by children's pro- grams, and find both equally attractive. The child comes early in life to the feeling widespread in this country that if something is said on television it must be true. For this reason much Christmas-gift advertising, and advertising for sweets, food and washing powders, is specially designed for children because of the effect their repeated nagging can have on their mothers. By exercising in this way they become consumers at an early age and as a result, with present-day pressures, choosing and buying goods and services will remain an important part of their future lives. According to the writer, a mother spends more than necessary on ______.