Intergenerational Influence in Consumer Deal Proneness

Robert M. Schindler, Rutgers University, Camden
Vishal Lala, Pace University
Colleen Grussenmeyer-Corcoran, U.S. Vision, Inc.
Although there has been ample research on the correlates of consumer deal proneness, there has been little research on how deal proneness develops. By administering a questionnaire to a sample of dyads consisting of a parent and his or her adult child, we find considerable parent-child similarity in both deal proneness and in the pattern of preferences for particular types of sales promotions. Further, we find greater parent-child similarity when children have exposure to parental shopping behavior during their teenage years and when they have a more positive attitude towards their parents’ shopping habits. The results of this research provide evidence for the role of both parental modeling and the child’s identification with the parent in the development of deal proneness.
[ to cite ]:
Robert M. Schindler, Vishal Lala, and Colleen Grussenmeyer-Corcoran (2008) ,"Intergenerational Influence in Consumer Deal Proneness", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 735-736.