Wisdom Examined Via a Qualitative Investigation of the Bathing Rituals of Aging Moroccan Women and Their Granddaughters
Our qualitative investigation of the bathing rituals of 12 aging Moroccan women and their granddaughters contributes to existing knowledge on consumer wisdom, and intergenerational exchanges. The findings uncover aspects of consumer wisdom in relational identities and particularly the important role of aging women’s consumer wisdom in intergenerational family exchanges.
Citation:
Delphine Godefroit-Winkel, Marie Schill, and Margaret Kathleen Hogg (2020) ,"Wisdom Examined Via a Qualitative Investigation of the Bathing Rituals of Aging Moroccan Women and Their Granddaughters", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1106-1111.
Authors
Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus, Morocco
Marie Schill, University of Reims Champagne Ardenne, France
Margaret Kathleen Hogg, Lancaster University, UK
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions
Min Jung Kim, Manhattan College
Featured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
Featured
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China