Shared Happiness and Relational Identities Among French Grandmothers and Grandchildren

Delphine Godefroit-Winkel, OPI, Morocco
Marie Schill, Université Reims Champagne-Ardenne, France
We aim to understand the dynamics between happiness and consumer identity projects by means of a qualitative search among French grandmothers and their grandchildren. Our findings show how relational identity may originate, rise and fade. We suggest that shared happiness may pervade the crafting of a particular relational identity.
[ to cite ]:
Delphine Godefroit-Winkel and Marie Schill (2016) ,"Shared Happiness and Relational Identities Among French Grandmothers and Grandchildren", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 458-459.