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The Consumer Doppelganger Effect: Like daughter, like mother?

February 24th, 2013

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    Recently, we witness a growing trend of mothers dressing up and looking like their teenage daughters. Furthermore, these mothers and their daughters shop together and even exchange clothes, accessories and cosmetics.  What motivates this behavior? Under what circumstances mothers will tend to engage in this behavior?  What business opportunities this behavior opens up to marketers?

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