The forming of the transgenerational capital: the singular role of grandparents

29ème Congrès de l'AFM- Association Française du Marketing (2013)
Authors: M. Josion-Portail



The goal of this research is to study the role of grandparents in the forming of the transgenerational capital within families (especially grandchildren). Exploratory research and a multiple-case study on food products are conducted. Our research identifies 2 steps (1) the forming of the capital with children, in which grandparents play a role (transmission of specific knowledge and know-how) (2) the diffusion of the capital within families (circulation of food products, recipes, and symbolic objects).