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Consumer socialization : the mother and daughter shopping experience

Minahan, Stella and Huddleston, Pat 2008, Consumer socialization : the mother and daughter shopping experience, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-7.

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Title Consumer socialization : the mother and daughter shopping experience
Author(s) Minahan, Stella
Huddleston, Pat
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Total pages 7
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary As part of a broader study of women and shopping, we found that many women often talked about shopping with their mothers. We pursued this theme and explored the mother and daughter shopping experience. We position this work within the literature of consumer socialization. The objectives of this part of the research project were 1) gain knowledge of why mother and daughters shop together and 2) uncover what is valued in the shopping experience. Interviews were conducted in person and supplemented using email. The women were aged 18-70. The women provide accounts of how consumer habits, preferences and experiences are transferred across generations. We found that the bonds between mother and daughter relationship are acted out when shopping and the reciprocal coaching occurs.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018257

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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