Publication: Intergenerational influence: roles of conformity to peers and communication effectiveness
Program
KU-Authors
KU Authors
Co-Authors
Fern, EF
Bao, YQ
Advisor
Publication Date
2005
Language
English
Type
Journal Article
Journal Title
Journal ISSN
Volume Title
Abstract
This research adds to the growing body of literature in consumer socialization by examining intergenerational influence on brand preferences and consumption orientations in parents and young-adult offspring. Two factors suggested in past research to affect intergenerational influence are investigated: conformity to peers and communication effectiveness. A new rigorous method is introduced to demonstrate intergenerational similarity in mother/daughter dyads, distinct from an incipient level of similarity that may occur by chance. Results indicate that communication effectiveness is positively related to intergenerational agreement in all six consumption domains studied, whereas daughter's conformity motivation is related only to prestige sensitivity. Implications and directions for future research are discussed.
Description
Source:
Psychology
Marketing
Marketing
Publisher:
Wiley
Keywords:
Subject
Business, Psychology, Applied psychology