When the past comes back to haunt you: Exploring reverse consumer socialization processes through the life course perspective

Kerrane, Katy and Kerrane, Benedict ORCID: https://orcid.org/0000-0003-2114-5965 (2024) When the past comes back to haunt you: Exploring reverse consumer socialization processes through the life course perspective. In: Association for Consumer Research, 26 September 2024 - 28 September 2024, Paris. (In Press)

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Abstract

Using a life course perspective, we explore how primary consumer socialization experiences inform reverse consumer socialization processes. We identify four types of reverse socialization behaviours (relinquishers, persistent proactives, autocratic dictators, and self-interested instructors) which played out as adult children taught their parents consumer skills, informed by relationship quality/who initiated learning.