Do both the hard and soft approach.
Yes, if you are out with him and he throws tantrums each time and you buy stuffs for him, the child ia smart enough to know and will attack this weak point of yours.
You may wish to educate him on this and ahare with him that this isn't the right way to get things he wants.
Be firm and exercise what you say.
Show him that he needs to be taught what is right and wrong.
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