Abstract
Purpose: We examine the under-researched role grandfathers play in consumer socialization, shifting research attention from the usual focus on parent/child transfers to better reflect contemporary changes in child socialization processes.
Design/methodology/approach: This qualitative, interpretive study uses interview data from 22 UK-based grandfathers, employing a life course perspective.
Findings: We reveal how fatherhood experiences inform grandfather roles, showing transitions in socialization styles. We outline several forms of grandfather work which shape
(grand)children’s socialization. While grandfathers play a prominent role in their grandchildren’s consumer socialization, they typically (re)turned to traditional masculine values to perform grandfatherhood, which often disrupted parent/child consumer socialization.
Originality/value: Due to dual-income families and rising childcare costs, grandfathers play an increasing role in childcare, yet their role in consumer socialization remains underresearched. This is the first study to explore the role grandfathers play in the consumer socialization of children. We reveal behaviours which disrupt parental consumer socialization efforts, problematizing neat models of parent-to-child consumer learning.
Research limitations/implications: We draw on a sample of middle-class, white, Western grandfathers. Our research highlights disruption to consumer socialization processes, which warrants further investigation.
Practical implications: Grandfathers play a key role in transmitting brand heritage and equity across generations and as such they remain an important segment for marketers to
communicate effectively to. We highlight a need for nuanced marketing communications to portray more inclusive forms of masculinity across the life course.
Design/methodology/approach: This qualitative, interpretive study uses interview data from 22 UK-based grandfathers, employing a life course perspective.
Findings: We reveal how fatherhood experiences inform grandfather roles, showing transitions in socialization styles. We outline several forms of grandfather work which shape
(grand)children’s socialization. While grandfathers play a prominent role in their grandchildren’s consumer socialization, they typically (re)turned to traditional masculine values to perform grandfatherhood, which often disrupted parent/child consumer socialization.
Originality/value: Due to dual-income families and rising childcare costs, grandfathers play an increasing role in childcare, yet their role in consumer socialization remains underresearched. This is the first study to explore the role grandfathers play in the consumer socialization of children. We reveal behaviours which disrupt parental consumer socialization efforts, problematizing neat models of parent-to-child consumer learning.
Research limitations/implications: We draw on a sample of middle-class, white, Western grandfathers. Our research highlights disruption to consumer socialization processes, which warrants further investigation.
Practical implications: Grandfathers play a key role in transmitting brand heritage and equity across generations and as such they remain an important segment for marketers to
communicate effectively to. We highlight a need for nuanced marketing communications to portray more inclusive forms of masculinity across the life course.
| Original language | English |
|---|---|
| Journal | European Journal of Marketing |
| Publication status | Accepted/In press - 27 Feb 2025 |
