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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More

Featured

A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.