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Centre for Policy on Ageing | |
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| Intergenerational consumer influence in the US and Republic of China | | Author(s) | Nancy L Bush |
| Journal title | Journal of Intergenerational Relationships, vol 1, no 4, 2003 |
| Pages | pp 71-88 |
| Source | http://www.tandfonline.com |
| Keywords | Older people ; Adolescents ; Family relationships ; Consumer ; Comparison ; United States of America ; Taiwan. |
| Annotation | The media are seeking ways of exploiting intergenerational and international relationships to improve the targeting of marketing-related communications. It is well recognised that family members serve as influencers in consumption decisions both up and down the family structure. This paper examines family relationships in the US and the Republic of China (ROC, i.e. Taiwan) as referent influences when targeting marketing messages. Members of family units in the two countries completed virtually identical surveys allowing the research to examine the consumer socialisation of the family in younger to older structure, rather than the more common parent to child structure. 300 sets of surveys were distributed in each country through private high schools with student bodies of similar family income, education and occupation. All schools were in middle class, urban settings. The familial role of teenager, parent and grandparent in the two countries are examined in the light of possible alignments for formal and informal marketing message transmissions. This paper also considers the types of products or activities to be consumed, the member of the generational triad whose money is being spent, and potential differences between products or activities that are solely teenager consumed versus those consumed by the teenager as part of the family. There were significant differences in the relationship pairing between he two countries, with US grandparents agreeing with the teen's assessment most frequently, and the ROC parents and grandparents in closer accord. The alignments have potentially important implications for the advisability of intergenerational marketing efforts on a global scale. (RH). |
| Accession Number | CPA-061006008 A |
| Classmark | B: SC: DS:SJ: WY: 48: 7T: 7DP |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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