Mom and I buy only . . .

Author: John Monczunski

Blood is not only thicker than water, it also appears to be stronger than coupons, celebrity endorsements and other product marketing devices. A study by marketing faculty Elizabeth S. Moore and William L. Wilkie along with a colleague at the University of Florida found that mothers pass down powerful preferences to their daughters for certain brand-name products. The researchers separately surveyed about 100 mothers and their college-age daughters to see which brands of household products they most preferred to purchase. The matches were then adjusted to see which items were popular beyond what their market share would predict. The following are the products that appeared to benefit most from what the researchers term "intergenerational influences": Campbell's soup Heinz ketchup Kleenex, Puffs facial tissue Mueller, Ronzoni boxed pasta Newman's Own, Ragu, Prego spaghetti sauce Crest, Colgate toothpaste Bumble Bee, Starkist tuna Tide laundry detergent Lipton tea Dawn, Sunlight, Ivory dish liquid Tylenol, Advil pain reliever Dial, Lever 2000 bar soap Kraft salad dressing Bounty paper towels Minute Maid frozen juice Lubriderm lotion Folgers, Maxwell House coffee Snickers candy bars Fantastik household cleaner The marketing experts reported their findings in the article "Passing the Torch: Intergenerational Influences as a Source of Brand Equity" in the April 2002 _Journal of Marketing_.