Mothers mimic daughters' habits

Updated on: 27 July,2011 01:37 PM IST |
ANI |

A new study has found that mothers, who view their daughters as their role model, tend to mimic their consumption behaviour

A new study has found that mothers, who view their daughters as their role model, tend to mimic their consumption behaviour.

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It found teenage girls have a strong influence on the products their mothers buy solely for personal use, as in makeup or clothing, and that mothers have a much stronger tendency to mimic their daughters' consumption behaviour than vice versa.

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"This finding provides initial support for the notion of reverse socialization and suggests that the impact adolescents have on their parents is much more profound than has been credited to them," Dr. Ayalla A. Ruvio, an assistant professor of marketing at Temple University Fox School of Business, and lead author of the study, said.
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The researchers analysed whether teenage girls tend to emulate their mothers' consumption behaviour or whether mothers mimic their daughters.
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The study, conducted through questionnaires, sampled 343 mother-daughter pairs, with an average age of 44 for the mothers and 16 for the daughters.
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They found that if a mother is young at heart, has high fashion consciousness and views her daughter as a style expert, she would tend to doppelgang her daughter's consumption behaviour.
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However, even if the daughter has high interest in fashion and an older cognitive age -thinking she's older than she is - she still is less likely to view her mother as a consumer role model and to doppelgang her.

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