Consumption through the ambivalent prism of intergenerational support

Karanika, Katerina and Hogg, Margaret (2016) Consumption through the ambivalent prism of intergenerational support. European Journal of Marketing, 50 (3-4). pp. 575-601. ISSN 0309-0566

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The family plays an important role in coping with financial adversity (e.g., Hamilton, 2009; Hill, 1991), but previous studies have largely neglected the role of ambivalence in family sharing and adult intergenerational relationships (e.g., Belk, 2007/2010/2014; Belk & Llamas, 2012). Past consumer research on low-income parents of underage children emphasised parental altruism and sacrifice (e.g., Cappellini, Marilli, & Parsons, 2014; Ruth & Hsiung, 2007), focused on love and solidarity (e.g., Hamilton & Catterall, 2006; Kochuyt, 2004) and the avoidance of conflict (e.g., Hamilton, 2009), and presented a more positive view of how families cope with financial difficulties. Conversely, consumer research on homeless individuals suggested a bleaker picture characterised by family neglect, abuse, and lack of love as factors that lead to homelessness (e.g., Hill, 1991; Hill & Gaines, 2007). These somewhat polarised views of the family potentially overlooked the ambivalent feelings that arise in family relationships. The sociological concept of intergenerational ambivalence (i.e., mixed feelings, both positive and negative, that often accompany adult intergenerational support and sharing with adult family members) offered a more nuanced view of family life that moved beyond these opposing viewpoints of love, solidarity and harmony against conflict, disappointment, and neglect (e.g., Lüscher, 2011; Lüscher & Pillemer, 1998). The study herein uses the experiences of downwardly mobile Greek consumers faced with financial difficulties to explore ambivalence, intergenerational support and family sharing . The next sections review relevant literature on sharing, familial intergenerational support, intergenerational ambivalence and family identity, and ambivalence in sharing.

Item Type:
Journal Article
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European Journal of Marketing
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This article is (c)2016 Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Uncontrolled Keywords:
?? sharingambivalencefamily relationsintergenerational ambivalenceintergenerational sharingmarketing ??
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23 Oct 2015 14:24
Last Modified:
05 May 2024 23:36