Wisdom in Intergenerational Exchanges: a Qualitative Investigation Among Moroccan Grandmothers

Our qualitative investigation among 23 Moroccan grandmothers contributes to existing knowledge on consumer wisdom, family identity, and intergenerational exchanges. The data collected shows how distinct facets of grandmothers’ wisdom plays out in sustaining family relationships and identities. We then propose a new definition of grandmother’s wisdom.


Delphine Godefroit-Winkel and Marie Schill (2019) ,"Wisdom in Intergenerational Exchanges: a Qualitative Investigation Among Moroccan Grandmothers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 587-587.


Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus, Morocco
Marie Schill, University of Reims Champagne Ardenne, France


NA - Advances in Consumer Research Volume 47 | 2019

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