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The Measurement of Intergenerational Communication and Influence on Consumption: Development, Validation, and Cross-Cultural Comparison of the IGEN Scale

University of Illinois

Terry L. Childers

University of Minnesota

Elizabeth S. Moore

University of Notre Dame

This article develops and validates measures of inter-generational communication and influence about consumption. Despite the widespread belief that parents play a pivotal role in the consumer socialization of their children, empirical research on the skills, attitudes, and preferences transmitted from one generation to the next is quite limited. One factor that may explain this deficiency is the lack of appropriate instruments for assessing intergenerational issues. Drawing on consumer socialization theory and research, intergenerational transmission is defined in terms of three components directly relevant to marketplace transactions: (1) consumer skills, (2) preferences, and (3) attitudes toward marketer-supplied information. Multi-item scales are developed to measure each of these components. The findings of three studies supporting the reliability, dimensionality, and validity of the intergenerational scales are reported. Validation efforts incorporate cross-cultural analyses from the United States and Thailand, as well as dyadic-level comparisons between parents and children.

Journal of the Academy of Marketing Science, Vol. 28, No. 3, 406-424 (2000)
DOI: 10.1177/0092070300283008


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