Social comparison motivation of mothers’ with their adolescent daughters and its effects on the mother’s consumption behaviour

Whereas prior research has focused on consumer socialisation and intergenerational influence theories to study mother–daughter interactions, this research draws on identity to emphasise the association between mothers’ social comparison and their related clothing consumption behaviors in the presence of adolescent daughters. A survey of 423 adolescent daughters’ mothers shows how personal and relational identities combine to favor mothers’ social comparison process with their adolescent daughter and explain a set of consumption behaviors, including co-consumption practices (common shopping, joint purchases, clothing exchanges) and mothers’ changes in brands, stores and styles. In order to better target adolescent girls’ mothers, retailers could develop more inter-generational practices.

► Mothers’ social comparison orientation affects their inclination to engage in co-consumption practices with their adolescent daughters.
► Mothers’ social comparison orientation affects their inclination to change their clothing styles, brands and stores in accordance with information from their adolescent daughters.
► Mothers’ self-esteem and relational proximity to their adolescent daughters are associated with mothers’ engaging in social comparisons.