Of Friends and Family: How Do Peers Affect the Development of Intergenerational Influences?

Elizabeth Moore, University of Notre Dame
Gale Bowman, University of Notre Dame

Of Friends and Family:

How Do Peers Affect the Development of Intergenerational Influences?

 

Elizabeth S. Moore, University of Notre Dame

Gale D. Bowman, University of Notre Dame

 

 

This paper draws on 110 life history narratives to examine how intergenerational (IG) influences are affected as peers begin to take on more prominent roles in young consumers’ lives.  Although researchers have traditionally assumed that parental influence sharply declines beginning in adolescence, our findings reveal a more complex picture.  Our life histories reveal that peers are readily invoked as benchmarks against which family wealth, spending patterns and lifestyle are assessed.  Manifestations of the rich interplay between parental and peer influences are presented.  Our study enriches conceptual models by focusing on joint parent-peer impacts rather than their separate spheres of influence.
[ to cite ]:
Elizabeth Moore and Gale Bowman (2006) ,"Of Friends and Family: How Do Peers Affect the Development of Intergenerational Influences?", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 536-542.