Article2010

Consuming as a family: Modes of intergenerational influence on young adults

33 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Abstract Parents inevitably shape their young children's consumption during early years; does this influence endure as the offspring mature? We explore this phenomenon—known as Intergenerational Influence (IGI)—with survey data from 265 young adults and their parents for four product categories. Our specific focus is on two research questions: (1) By what modality is IGI transferred, and (2) does family relationship quality (FRQ) moderate IGI outcomes? Results show IGI to be present in differing degrees across products—more for utilitarian and, likewise, shared products, less for individually consumed and stylistic products. As to modality, we explore active indoctrination by parents versus passive learning by mere observation by the offspring, and find the latter to be the dominant mode. We also find a strong moderating role of so that all IGI outcomes are stronger among high FRQ than among low FRQ families. Of import to theory as well as practice, these findings confirm and extend current literature on IGI and suggest directions for future research. Copyright © 2010 John Wiley & Sons, Ltd.

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References

1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands 1978Consumer Socialization: A Theoretical and Empirical Analysis 1975Informational and Normative Social Influence in Buyer Behavior 1974Consumer Socialization 1992The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions 1977Students and Housewives: Differences in Susceptibility to Reference Group Influence 1985The Role of Family Communication in Consumer Socialization of Children and Adolescents

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