Consumer Grudge Holding: An Empirical Analysis of Mother and Daughter Consumers

Abstract

The purpose of this study was to identify possible determinants of grudge holding among mother and daughter clothing consumers. Discriminant analysis failed to produce a significant function that could classify consumers into grudge holders and non-grudge holders using the following discriminating variables: generation; fashion involvement; wardrobe management; attitudes toward comparative shopping; store services used; source of clothing acquisition; method of payment; and annual clothing expenditure. Also, reported grudge holding was not related to overall satisfaction with the clothing wardrobe.