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Intergenerational influence: Roles of conformity to peers and communication effectiveness
Author(s) -
Mandrik Carter A.,
Fern Edward F.,
Bao Yeqing
Publication year - 2005
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20087
Subject(s) - conformity , psychology , socialization , social psychology , similarity (geometry) , daughter , consumption (sociology) , affect (linguistics) , prestige , developmental psychology , sociology , social science , linguistics , philosophy , communication , artificial intelligence , evolutionary biology , computer science , image (mathematics) , biology
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. © 2005 Wiley Periodicals, Inc.