ABSTRACT
Does childhood continue to exert powerful influence on our consumer behavior as adults? This interesting question involves the topic of intergenerational influence (IG), which is defined as the transmission of information, resources, and beliefs from one generation to the next within families. Intergenerational influences constitute an interesting and often-overlooked set of forces that help to guide our consumption behaviors in our daily lives as adults. Given that childhood learning is prolonged and powerful, the fact that some beliefs and attitudes formed within the household will persist well into adulthood comes as no surprise. It is the nature of these influences that is of interest, a topic that has been studied in the fields of sociology, psychology, political science, and more recently, consumer behavior.
