IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02310913.html
   My bibliography  Save this paper

La transmission de remèdes de grand-mères de mère en fille: une extension temporelle de soi

Author

Listed:
  • Aurélie Kessous

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Isabelle Chalamon

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

Abstract

Old wives' remedies handed down from mother to daughter: a way to develop a temporally extended self This article focuses on a largely unexplored subject in marketing, both from a consumer and a brand perspective, which fosters great enthusiasm among the Elderly: home remedies, and how they are handed down from mother to daughter. Based on a double qualitative study (on a sample of 20 mothers aged 60 to 81 and 20 daughters aged 27 to 47) we emphasize the nature of the remedies handed down, the specificities of this transmission process, as well as the interest of their usage. Then, we underline the benefits elderly women associate with passing down of these remedies. Finally, we stress how companies can benefit from a positioning based on old wives' tales.

Suggested Citation

  • Aurélie Kessous & Isabelle Chalamon, 2014. "La transmission de remèdes de grand-mères de mère en fille: une extension temporelle de soi," Post-Print hal-02310913, HAL.
    • Handle: RePEc:hal:journl:hal-02310913
    DOI: 10.7193/DM.076.61.76
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Samuel Guillemot, 2018. "Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions," Post-Print hal-02466675, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02310913. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.