NOTRE DAME FACULTY Question Conventional Wisdom
Parents' preferences for certain brand-name products influence their children's purchasing behavior in a big way, says Marketing Professors Elizabeth S. Moore, William L. Wilkie and Richard J. Lutz (Florida). "If a mother bought Tide, for example, chances are her daughter does too," says Moore. "Children become emotionally attached to some brands but not to every brand.
and daughters, some strong brands emerged: Campbell's soup (more than 80% of mother-daughter preferences matched) and Peter Pan peanut butter (two-thirds of mother-daughter preferences matched). Moore says marketers should replicate this kind of study for their own product categories.
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" In surveys and interviews with mothers
