Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions

Guillemot, Samuel

doi:10.1177/2051570718774009

Cited by 11 publications

(7 citation statements)

References 79 publications

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“…In addition to the digital gap, one of the explanations for this is that the transmissions were mainly between the 80-year-olds generation and the 50-year-olds generation, which had both already shaped and embedded their consumer habits. When collaborative consumer communities include children, the convivial relationships create a psychosocial environment that is conducive to the transmission of consumer habits (Guillemot, 2018). For example, in a study of associations supporting small-scale farming, Beaudouin (2018) noted that parents often came to do their shopping with their children and used these trips to discuss with their children the importance of buying locally.…”

Section: Discussionmentioning

confidence: 99%

The role of technology in collaborative consumer communities

Guillemot¹,

Privat

2019

JSM

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Purpose While some collaborative consumption activities are underpinned by commercial logics and dispositions, local collaborative consumer communities are organised around non-commercial values and driven by the desire to organise social relationships differently. These communities are based on the notions of a commons, sharing and reciprocity. However, because they make little use of digital tools (internet to coordinate the exchange of services, social media to communicate), they are not very visible to consumers. This paper aims to identify these non-commercial organisations’ relationship to digital tools and determine how these organisations can generate individual and/or collective well-being. Design/methodology/approach This study examined the case of the local exchange trading system (LETS), a local collaborative consumer community that practices a moneyless exchange of services. A qualitative study was conducted based on 23 in-depth interviews with LETS managers. Findings Due to the communities’ local roots and regular face-to-face meet-ups, there did not seem to be a pressing need to use an online platform to coordinate the exchange of services. However, the results showed that the use of digital tools increased these communities’ well-being potential (e.g. development of social ties, solidarity and social equality) while reducing their negative effects (e.g. fatigue due to community involvement and difficulty integrating new members). They also introduce the notions of generation, founder’s personality and management team’s dynamism into the collaborative consumption literature. Originality/value It is important to focus on how these “alternative” markets function. Consumers use them but without abandoning more traditional markets. Understanding how they work improves the understanding of the competition they pose to traditional services and how the different ecosystems complement one another.

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Section: Discussionmentioning

confidence: 99%

The role of technology in collaborative consumer communities

Guillemot¹,

Privat

2019

JSM

Self Cite

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“…Brand attitudes, such as those related to a brand's trustworthiness, are transferred across generations (Srivastava et al, 2016) and may be influenced by the preferences of other family members (Fournier, 1998;Grisaffe and Nguyen, 2011). The transmission of brand attitudes across generations may indicate that a consumer currently using a brand believes its claims, as expressed via intra-family communication, patriarchal or matriarchal figures in extended families and about different elements of the brand (Guillemot, 2018). Such attitudinal transmission is important in collectivist societies such as India, where significant others may influence consumption decisions (Kongsompong et al, 2009).…”

Section: Brand Nostalgia and Brand Trustmentioning

confidence: 99%

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

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Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions. Design/methodology/approach The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method. Findings The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions. Research limitations/implications The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions. Practical implications Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments. Originality/value To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

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“…The present research shows that this process is indeed present throughout life and that it also concerns the last part of life which tends to be forgotten by life span models and theories. This intergenerational perspective thus makes it possible to link the developmental concerns of individuals of different generations; people who are now elderly seek to maintain their integrity by referring to the situation experienced by their parents, and by positioning themselves in relation to their children (Guillemot, 2018).…”

Section: The Process Of Socialisation Involved In the Attitude Toward...mentioning

confidence: 99%

Attitudes towards dependence and consumption: a process rooted in past experience

Dyen

Guillemot

Tamaro

2021

Journal of Marketing Management

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It can be challenging for seniors to anticipate the potential effects of ageing despite the promotion of products and services designed to alleviate and/or accompany the loss of autonomy. The aim of the present article is to improve understanding of attitudes towards dependence in the elderly so that support is available and accessible to them in their preparations for the last phase of their lives. The research focuses on individuals in their Third Ageautonomous people whose consumption decisions are not delegated to others-in a Western European context. Findings highlight five attitudes towards dependence that are distinguished by their cognitive, affective or behavioural dimension. Findings also highlight that these attitudes are anchored in the individual's past and acquired through a process of social learning that takes into account the meaning of the activity to be delegated. Summary statement of contribution:Past research linking dependence and consumption has focused on strategies deployed by the elderly and caregivers to cope with dependence. The present research is complementary and shows that attitudes towards dependence are rooted in an individual's past and based on a process of social learning. The main managerial contribution is to highlight different attitudes towards dependence, providing a basis of segmentation that is necessary for targeted marketing actions.

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Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions

Cited by 11 publications

References 79 publications

The role of technology in collaborative consumer communities

The role of technology in collaborative consumer communities

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Attitudes towards dependence and consumption: a process rooted in past experience

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