Common purchases and clothes exchange practices between a mother and her teenage daughter can display many patterns with different forms and shifting intensities. A typology based on the degree of femininity a mother assigns to her teenage daughter and to herself underlines subtle differences between these purchasing/consumption behaviors. An interpretive approach depicted two underlining mechanisms: the social comparison and the interpersonal influence. Without mastering these identity mechanisms, marketing research can make the most of them but also sometimes induce generational confusion.
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