The measurement of intergenerational communication and influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale

Madhubalan Viswanathan, Terry L. Childers, Elizabeth S. Moore

Research output: Contribution to journalReview article

Abstract

This article develops and validates measures of intergenerational communication and influence about consumption. Despite the widespread belief that parents play a pivotal role in the consumer socialization of their children, empirical research on the skills, attitudes, and preferences transmitted from one generation to the next is quite limited. One factor that may explain this deficiency is the lack of appropriate instruments for assessing intergenerational issues. Drawing on consumer socialization theory and research, intergenerational transmission is defined in terms of three components directly relevant to marketplace transactions: (1) consumer skills, (2) preferences, and (3) attitudes toward marketer-supplied information. Multi-item scales are developed to measure each of these components. The findings of three studies supporting the reliability, dimensionality, and validity of the intergenerational scales are reported. Validation efforts incorporate cross-cultural analyses from the United States and Thailand, as well as dyadic-level comparisons between parents and children.

Original languageEnglish (US)
Pages (from-to)406-424
Number of pages19
JournalJournal of the Academy of Marketing Science
Volume28
Issue number3
DOIs
StatePublished - Jan 1 2000

Keywords

  • Consumer Research
  • Consumer Sentiment
  • Nomological Validity
  • Consumer Socialization
  • Market Science Summer

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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