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

Aurélie Kessous () and Isabelle Chalamon
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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

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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.

Keywords: generativity; nostalgia; elderly; aging; health marketing.; générativité; nostalgie; personnes âgées; vieillissement; marketing de la santé (search for similar items in EconPapers)
Date: 2014-12
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2014, 76, pp.61-76. ⟨10.7193/DM.076.61.76⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310913

DOI: 10.7193/DM.076.61.76

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