IG communication within a family occurs naturally and frequently.
For example, daily conversations at breakfast time allow family members
to interact and exchange information about breakfast products or
past shopping experiences (Price, 2008). Intense in-car conversations
on frequent trips to grocery stores, churches, or sport events provide
family members multiple opportunities to share product opinions and
information. Given its scope and situational diversity, IG communicationwithin
a family can take on variousmodes like casual conversation,
specific shopping recommendations, or even coercion (e.g., don't
smoke) (Moschis et al., 1984). In the consumption context, two common
modes of IG communication within a family are IG conversation
and IG recommendation.