It doesn't matter what time of the day you step foot into a grocery store, mall or even convenient store you are guaranteed to encounter at least one busy mom. In most cases you will see this mom running around frantically trying to make sure she purchases all the items she came out for while also chasing down a toddler or calming a crying toddler down.
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With the advent of pop psychology, authors such as Vance Packard and Wilson Bryan Keymade people realize that there is plenty of stuff going on beneath the surface in advertising and marketing. Whenever big bucks are involved, you can be sure that science, in one form or another, will be brought to bear.