Consumer Ambivalence in Intergenerational Settings

Katerina Karanika, University of Exeter, UK
Margaret Hogg, Lancaster University, UK
Consumer studies have tended to neglect the role of ambivalence in family sharing and intergenerational relationships. A phenomenological study with downwardly mobile consumers involved in familial intergenerational support/sharing identified three types of consumer ambivalence which reflected different types of conflicts between consumption choices and different levels of family identity.
[ to cite ]:
Katerina Karanika and Margaret Hogg (2015) ,"Consumer Ambivalence in Intergenerational Settings", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 586-587.