Intergenerational Differences in Product Importance Perceptions:

This study examines intergenerational gaps between parents and children from both micro and macro perspectives. Data from parents and children were collected from two countries with drastic differences in societal development, the United States and Senegal. One aspect of materialism-perceptions of product importance-is compared by generation and by country. These are found to differ depending on the product rated, the rater's country, and whether the person doing the rating is a parent or child. Senegalese respondents rate four products (furniture, clothes for parent and child, car) as significantly more important than do U.S. respondents, whereas U.S. respondents rate two products (toothpaste for the fmaliy of for the child) as more important than do Senegalese. Furthermore, more Senegalese parents and children are observed to agree in their importance ratings than do U.S. parents and children. Family communication patterns are also used to explain variations in product importance perceptions. Managerial implications of these cross-cultural differences are explored, and propositions for future research are stated.