Intergenerational Influence in Consumer Deal Proneness

Abstract

Although there has been ample research on the correlates of consumer deal proneness, there has been little research on how deal proneness develops. In two studies of parent/adult-child dyads, considerable parent-child similarity both in overall deal proneness and in the pattern of preferences for particular types of sales promotions was found. Further, the second of these two studies indicates that parent-child similarity is mediated by communication between parents and their children and tends to be stronger among parents with a permissive parenting style. These results provide evidence that consumer enthusiasm for sales promotions is, to at least some extent, transmitted from parents to their children. Role of Parental Communication.To test parental communication as a mediator of the relationship between parent's deal proneness and child's deal proneness, a mediation analysis was performed. Following the recommendations of Zhao, Lynch, and Chen (2010), the indirect effect was examined using a bootstrap method (Preacher & Hayes, 2004). The mean indirect effect (a × b = 0.10) involving paths from parent's deal proneness to parental communication (a = 0.45) and parental communication to child's deal proneness (b = 0.23) had a 95% confidence interval that did not contain zero (95% CI: 0.02, 0.24). Furthermore, when parental communication was introduced as an independent variable in a regression of parent's deal proneness on child's deal proneness, the effect of parent's deal proneness was no longer significant (b = 0.14, SE = 0.09, p > 0.1). This result indicates the effect of parent's deal proneness on child's deal proneness is completely mediated by parental communication, thereby supporting the prediction of H3. Role of Parenting Style.To assess whether parenting style influenced parent-child similarity, regression analysis was used to determine if the effect of the parent's deal proneness on the child's deal proneness was affected by each of the two parenting-style subscales,

Association between a parent’s brand passion and a child’s brand passion: a moderated moderated-mediation model

“… 14 , 15 Studies have shown the transmission of consumption-related habits, knowledge, and attitude from parents to children, termed as intergenerational influence. 12 , 25 , 26 …”

“…Francis and Burns 30 reported intergenerational agreement in mother–daughter dyads for the way they acquire clothing. The study by Schindler et al 12 reported parent–child similarity in deal proneness and sales promotion preference. Hussain and Siddiqui 31 showed the presence of intergenerational influence between parent and child in terms of brand preference.…”

“…This notion is further supported by many studies that have documented the prominent role of parents in influencing children’s brand preference, innovativeness, deal proneness, and so on. 12 , 44 , 45 Based on the trickle-down effect and the emotional contagion theory, we expect that airline brand passion may be transmitted from parent to child via emotional contagion. Therefore, we propose the following relationship: emotional contagion mediates the relationship between a parent’s airline brand passion and child’s airline brand passion (Hypothesis 2).…”

“…In contrast, an almost negligible effort has been made to investigate whether individuals’ brand passion can be transferred to others. Academic research on consumer socialization theory and intergenerational influence suggests that parents’ positive affect relates significantly to the child’s positive affect 12 , 13 and that parents transmit consumption related values, purchasing habits, and brand preferences to their children. 14 , 15 Therefore, one of the prime objectives of the present study is to explore whether a parent’s brand passion can be transferred to a child’s brand passion.…”

Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context

“…Price promotions are special low‐price offers initiated by manufacturers or distributors to stimulate demand (Gerstner & Hess, ). In general, receiving a price discount offer leads consumers to buy more (Schindler, ; Schindler, Lala, & Grussenmeyer‐Corcoran, ; Vicdan, Chapa, & de los Santos, ). More specifically, price promotions can have an impact on decisions about when, what, and how much to buy (Chen, Monroe, & Lou, ; Davis, Inman, & McAlister, ; Inman & McAlister, ; Inman, McAlister, & Hoyer, ).…”