Our purpose in this paper is to review and reflect on the extant literature on IGI, and extend that literature toward a more cohesive set of concepts and interrelationships among diverse variables that constitute and determine IGI. We subsume these questions, as have other researchers, under the rubric of "Intergenerational Influence" (IGI). However, these questions have been addressed in the literature at best only tangentially (Moschis 1985 Moore-Shay and Lutz 1988 Heckler, Childers and Arunachalam 1989 Childers and Rao 1992). Our essay is without closure yet, and at this time, is forwarded to motivate a momentum of new theorizing on this important and under-researched topic.ĭo adult consumers look to their parents for information and advice about what to buy? Or, for that matter, to their grand parents? Do they look to them the same way they did when they were young and helpless children, wholly dependent on their parents for day-to-day living? Does the parntal influence on the now grown-up children depend on the kind of product under consideration? Is such parental influence, as may be found, universal and uniform across families or do different family members exert different types of influence? And finally, when, if at all, is such influence sought and/or accepted? These are important questions to answer to better understand consumer decision making for a range of products and services. Building on current literature, we conceptualize its domain, identify some of its determinants, and speculate on their interplay. We examine this topic here, pondering such issues as what it is, and why and how it occurs. Despite its occurrence in everyday observations and its impact on consumer behaviors, research on IGI in marketing has been sparse. Intergenerational Influence (IGI) C the influence of one generation on another C is at work whenever adult consumers seek advice from their parents, or vice versa. TOWARD A THEORY OF INTERGENERATIONAL INFLUENCE IN CONSUMER BEHAVIOR: AN EXPLORATORY ESSAYīanwari Mittal, Northern Kentucky University MacInnis, Provo, UT : Association for Consumer Research, Pages: 55-60.Īdvances in Consumer Research VolPages 55-60
Shah and Banwari Mittal (1997) ,"Toward a Theory of Intergenerational Influence in Consumer Behavior: an Exploratory Essay", in NA - Advances in Consumer Research Volume 24, eds. Our essay is without closure yet, and at this time, is forwarded to motivate a momentum of new theorizing on this important and under-researched topic. ABSTRACT - Intergenerational Influence (IGI)C the influence of one generation on anotherC is at work whenever adult consumers seek advice from their parents, or vice versa.
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