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



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