Interesting Results
Mother Knows Best
Do the contents of your grocery bags bear a striking similarity to your mother’s? If so, you’re not alone. Researchers studying the brand choices made by 102 mother-daughter pairs found that purchases in 23 out of the 24 product categories they studied were influenced by what they call “intergenerational effects”. In these categories, daughters were disproportionately likely (after adjusting for a brand’s market share) to purchase the same brand that their mothers do. In 22 of the 24 product categories at least one brand significantly benefited from an intergenerational effect, and in some categories (peanut butter, mayonnaise, pasta sauce, and dishwashing detergent) significant intergenerational effects were observed for three different brands.