Inverse socialization with technology: understanding intergenerational family dynamics

Abstract

Purpose

This paper aims to explore the inverse consumer socialization processes, differences in technology adoption and changes in extended family dynamics occurring between adult children and their middle-aged and elderly parents when technology is consumed.

Design/methodology/approach

Six focus groups, segmented into parents (50 to 75 years old) and adult children (18 to 35 years old) and grouped by gender and marital status, were conducted. Research questions examined consumption patterns, technology use, family structure and interactions between parents and adult children when consuming technology.

Findings

This study acknowledges different levels of technology adoption coexisting in extended families between adult children, who act as influencers, and their parents, who model their technology consumption after them. It further reveals a limited inverse consumer socialization process, as parents’ resistance to change hinders them from acquiring from their adult children significant knowledge, skills and attitudes regarding new technologies. This process is complicated by frustrations resulting from the parents’ limited ability to learn new technologies and their children’s lack of knowledge regarding andragogy (the art and science of teaching adult learners). Finally, this study reveals intergenerational alterations in extended family dynamics as aging parents depend on their adult children for their expertise with technology and children gain authority in an asymmetrical, two-way process.

Originality/value

This research reveals important limits in the inverse socialization process into technology between adult children and their parents, with attention to its effects on families and society.

Citation

Perez, M.E., Quintanilla, C., Castaño, R. and Penaloza, L. (2019), "Inverse socialization with technology: understanding intergenerational family dynamics", Journal of Consumer Marketing, Vol. 36 No. 6, pp. 818-826. https://doi.org/10.1108/JCM-12-2017-2474