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One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand.

Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data.

Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them.

Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments.

As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

This paper aims to develop a deeper understanding of what (un)sustainable food behaviours and values are transmitted across generations, to what extent this transference happens and the sustainability challenges resulting from this for individuals and households.

A total of 25 semi-structured in-depth interviews are analysed regarding the value of inherited food, family food rituals, habits and traditions, aspects of food production and understanding of sustainability.

Intergenerational transferences are significant in shaping (un)sustainable consumption throughout life, and those passed-on behaviours and values offer opportunities for lifelong sustainable change and food consumption reappraisal in daily life, beyond early years parenting and across diverse households.

Participants were limited to British families, although the sample drew on multiple ethnic heritages. Future research could study collectivist versus more individualistic cultural influence; explore intergenerational transference of other diverse households, such as multigeneration or in rural and urban locations, or whether sustainable crossover derived from familial socialisation continues into behaviours and values beyond food.

The findings show the importance of families and intergenerational transference to the embedding of sustainable consumption behaviours. Mundane family life is a critical source of sustainable learning, and marketers should prioritise understanding of the context and relationships that drive sustainable consumer choices. Opportunities for intentional and unintentional sustainable learning exist throughout life, and marketers and policymakers can both disrupt unsustainable and encourage sustainable behaviours with appropriate interventions, such as nostalgic or well-being communications. The paper sheds light on flexible sustainable identities and how ambivalence or accelerated lives can deflect how policy messages are received, preventing sustainable choices.

The findings provide greater understanding about the mechanisms responsible for the sustainable transformation of consumption habits, suggesting intergenerational transferences are significant in shaping (un)sustainable food consumption throughout life. The study shows secondary socialisation can play a critical role in the modification of early behaviour patterns of food socialisation. The authors found individuals replicate food behaviours and values from childhood, but through a process of lifelong learning, can break formative habits, particularly with reverse socialisation influences that prioritise sustainable behaviours.

This study aims to explore the extent to which inter-organizational hybrid governance manages the micro design for optimum reverse knowledge transfer in the open innovation context. The authors use two essential facets of micro design in hybrid governance: product adaptation and integration mechanism.

Data for this study were collected from franchisees through structured questionnaires in Indonesia.

Results indicated that product adaptation has a positive relationship with reverse knowledge transfer. This study also found that the formalization strengthens the relationship between product adaptation and reverse knowledge transfer. However, the socialization does not have a moderation effect.

This research estimates the knowledge transfer from the agent’s side only. Therefore, further research is expected to estimate the reverse knowledge transfer in dyads (from agent and principal) to get a detailed understanding of reverse knowledge transfer.

This study offers guidelines to managers, especially in inter-organizational hybrid governance. The authors suggest reverse knowledge transfer as a form to manage the dispersed knowledge from their agents. Governing institutions should change their view that agents have diverse knowledgebase from experience adapting to local conditions and can improve their open innovation through reverse knowledge transfer. From the results, it is found that giving agents the flexibility to adapt products can boost reverse knowledge transfer to support open innovation.

This study provides an understanding of the utilization of external knowledge sourcing in the context of open innovation from agent to principal in hybrid governance through reverse knowledge transfer, which has thus far been empirically under-researched.

The purpose of this paper is to show that, as a factor in the socialization of children, school can play a major mediating role in the reduction of the prevalence of childhood obesity through school programs aimed at promoting healthy and well‐balanced food intake.

The paper is an exploratory study with children and parents, using semi‐directive interviews.

The findings indicate that parents modified their own eating habits – and consequently that of all the family – by taking into account information acquired by the children in their school context. This change in the family food habits operated through a learning mechanism called “reverse socialization” where children transmit knowledge and consumption skills to their parents.

A small sample size was used and results should be considered as indicative.

The paper provides suggestions for public and private agencies and actors to better target their messages in order to reduce child obesity prevalence by promoting school programmes aimed at reducing child obesity.

The paper shows that reverse socialization is a sociological concept not often included in consumer behaviour research and has not yet been applied to food habits.

Baby boomers are now the fastest growing group of adopters of social media. This research uses qualitative research methodologies to understand the factors influencing adoption and use of social media and other emergent technologies by baby boomer and silent generation women. Life Course Perspectives (especially as combined with either Role Theory and/or Social Exchange Theory), and Family Systems Theory provide a strong basis for considering reciprocal socialization as an important dynamic in relationships between different generations, specifically within families. This research reveals and examines a particular form of reciprocal socialization between family members, the process of social media adoption. Using a convenience sample of 28 women born before 1963, we examine the characteristics of women who use computers, and more specifically who use social networking sites and other forms of emergent technology such as Skype. We also investigate the familial and social factors that women report as contributing to their adoption of social media. Women report that children, specifically daughters, strongly influence their decision to use social media such as Facebook. Women who do not use social media are found to either report lack of interest or perceived lack of ability to negotiate new technology, or to indicate that use of social media is unnecessary to them due to the spatial proximity of their families.

This paper aims to describe an ethnographic research study conducted within French families in order to examine the transfer of food learning between parents and children.

An ethnographic study in the respondents' home was conducted. Semi‐directive interviews with children and parents and observation were carried out in heterogeneous families.

Results indicate that food meal time is a way of socializing family members in consumption skills related to food. Food learning took place in two ways: from parents to children and from children to parents. Through different socialization factors, children will discover new food products or food practices and will be able to bring them to the home. By sharing these new experiences, children teach (directly or indirectly) parents new consumption skills related to the food domain. The food environment (e.g: familial atmosphere, interactions around the meal), more than the act of eating itself allows for a better understanding of food transmission within the family.

These findings would be of benefit to public policy as well as to investors and food manufacturers by integrating the reverse socialization aspect. Limits and research perspectives are discussed after the presentation of the results.

The paper investigates interactions between parents and children within their natural setting: their home.

The purpose of this paper is to revitalize consumer socialization as a topic of study by presenting a critical review of the concept. The aim is to advance our current understanding of conceptual issues and to outline issues and directions for future research. Consumer socialization can be better understood by studying its multidisciplinary roots and by critically reviewing its definition and meanings. It is suggested that the scope of consumer socialization be expanded to encompass life-long consumer socialization, different life events and spheres of consumption, dialogs, negotiations, and translations, as well as the socio-cultural context in which socialization occurs. In order to capture the complexity of consumer socialization and to maintain the field of consumer socialization as a vital research area, there is a need to rethink both the theories and the methods used. Researchers are encouraged to expand the use of socio-cultural theories and ethnographic methods. Interdisciplinary research is also recommended, allowing a multifaceted pluralism in the study of consumer socialization.

Reports research on the degree to which UK adolescents feel they have an impact on decision making within their families, and the extent to which adolescents and parents agree or disagree with the adolescent’s perceived influence when purchasing products;most previous research has concentrated on children rather than adolescents. Discusses the concept of consumer socialisation, i.e. the process by which young people acquire skills, knowledge and attitude relevant to their functioning as consumers; although parents are the foremost influences in this, there is also reverse socialisation, where children use their product knowledge to influence parents’ decisions. Distinguishes between socio‐oriented and concept‐oriented parental communication: the latter is likely to increase the child’s influence on decision‐making. Outlines demographic changes, such as the greater number of one‐parent households and two‐income families, which have produced “time‐poor” parents: the result is that children and adolescents now exercise a greater influence on purchasing decisions. Tests two hypotheses: that parents and adolescents disagree in their perceived ratings of adolescents’ product category decision influence; and that male and female adolescents’ perceived influences differ across a range of product categories. Concludes that parents and adolescents generally agree, but that there is some degree of difference between male and female perceived influence ratings, in the categories of large purchases and food.

France has a long historic heritage with two world wars: the First World War (1914–1918) and the Second World War (1939–1945). Most people associate French culture with Paris, which is a centre of fashion, luxury, cuisine, art and architecture, but life outside of Paris is very different in its 96 regions. Concerning demographic and economic aspects, people aged between 15 and 24 accounted for 11.79 per cent of the total French population. France is currently the 22nd most competitive economic country in the world, with a high unemployment rate (24%) among those aged 18 to 25 through, which can explain why the French Generation Z is the most pessimistic about the future in Europe (with a score of 59%). Extremism and global terrorism (81%) are thought to be the greatest threats for the future by the young French people, from which the ‘Generation Bataclan’ got its name to refer to French young, open-minded demographic population traumatised by terrorist attacks. Parents are a pillar for the French Generation Z, with 89 per cent of them reporting that their parents influence the values they hold. Beyond the personal and familial sphere, Generation Z requires a reconsideration of management in the workplace. According to a 2017 ‘Gen Z management’ study conducted among 2,300 French young people (Gentina & Delécluse, 2018), the main important criteria for their future careers are ‘working as a team’ (28.8%), ‘developing skills’ (28.4%) and ‘challenging varied roles’ (16.2%). Moreover, 60 per cent of the French Generation Z reveal that they choose face-to-face meetings as their preferred form of communication, as opposed to emailing (16%) or instant messaging (11%).

The primary purpose of this paper is to investigate empirically the impact of the internet on teenage childrens' roles in purchase decisions.

Based on a survey administered to 346 parent‐child dyads, regression analysis and ANOVA analysis were employed to analyze the impact of the internet on teenagers' influence on several purchase subdecisions related with purchase of high technology products and vacation planning in urban Indian households.

Results indicate that teenage children in urban Indian households are significantly influenced by the internet, i.e. they perceive and disseminate consumption related information from the internet and, further, this influence is positively related to their role in family purchase decisions. Additionally, statistically significant differences were found on children's participation in decision making across the six subdecisions.

These results are important to academicians, researchers and practitioners because they show that the internet does act as a contemporary influence on consumer socialization of children and impacts the teenage child's participation in family which has been relatively unexplored.