Consumer Wisdom and Well-Being Investigated via Intergenerational Interactions

Godefroit-Winkel, Delphine and Schill, Marie and Hogg, Margaret (2023) Consumer Wisdom and Well-Being Investigated via Intergenerational Interactions. Journal of Marketing Management. ISSN 0267-257X (In Press)

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Abstract

This study examines consumer wisdom and well-being in family life. Drawing on Luchs, Mick and Haws (2021), it specifically examines how consumer wisdom develops and is transmitted in intergenerational interactions via consumption. Qualitative data was gathered via twenty long interviews with Moroccan grandmothers and eleven long interviews with their teen/adult grandchildren. The data analysis uncovers how wisdom interacts with intrapersonal, interpersonal, and extrapersonal well-being in the lives of families. First, it examines how grandmothers develop and transmit their wisdom to their grandchildren through intergenerational interactions embedded in consumption. Second, it shows how grandmothers manifest wisdom as they balance intrapersonal, interpersonal and extrapersonal well-being. Finally, the study provides a novel perspective on grandchildren’s development of wisdom. This study extends our knowledge about the complexity of developing and transmitting consumer wisdom and how wisdom contributes to well-being within family settings. The findings suggest how wisdom can be used in marketing strategies and marketing communications, and provides societal implications related to consumer wisdom and well-being. Summary statement of contribution: This research extends previous work on consumer wisdom. By capturing the voices of distinct family members across two generations, it proposes a new understanding of wisdom and the nature of well-being within family life