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La confusion des générations? Les enjeux identitaires des échanges vestimentaires entre les mères et leur fille adolescente

Author

Listed:
  • Isabelle Decoopman

    (LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille, SKEMA Business School, Université Lille Nord (France))

  • Elodie Gentina

    (LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille, SKEMA Business School, Université Lille Nord (France))

  • Marie-Hélène Fosse-Gomez

    (LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille, Université Lille Nord (France))

Abstract

Les pratiques d'achat en commun et d'échange de vêtements entre une mère et sa fille adolescente présentent de multiples formes et des intensités variables. Une typologie construite selon le degré de féminité que la mère attribue à sa fille comme à elle-même rend compte des différences subtiles entre ces pratiques. L'approche interprétative identifie les mécanismes sous-jacents: comparaison sociale et influence interpersonnelle. Sans maîtriser ces mécanismes de nature identitaire, le marketing peut, en les exploitant, induire la confusion générationnelle.

Suggested Citation

  • Isabelle Decoopman & Elodie Gentina & Marie-Hélène Fosse-Gomez, 2010. "La confusion des générations? Les enjeux identitaires des échanges vestimentaires entre les mères et leur fille adolescente," Post-Print hal-02055265, HAL.
    • Handle: RePEc:hal:journl:hal-02055265
    DOI: 10.1177/076737011002500301
    as

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