Exploring the Role Grandfathers Play in the Consumer Socialisation of Grandchildren

This paper investigates the role grandfathers play in the consumer socialisation of children. We identify shifting, but not disappearing, accounts of hegemonic masculinity in everyday performances of hands-on grandfatherhood – with men turning to consumption objects to aid transition to grandfatherhood; with grandfathers holding potential to disrupt/dilute parental socialization efforts.


Ben Kerrane, Katy Kerrane, and Shona Bettany (2021) ,"Exploring the Role Grandfathers Play in the Consumer Socialisation of Grandchildren", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 412-413.


Ben Kerrane, Manchester Metropolitan University
Katy Kerrane, University of Liverpool Management School
Shona Bettany, Huddersfield Business School, University of Huddersfield


NA - Advances in Consumer Research Volume 49 | 2021

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