Trendy moms wish to look like their daughters

July 27th, 2011 - 9:21 am ICT by IANS  

London, July 27 (IANS) Ever wondered why a lot of middle-aged women dress up like girls younger to their age? A study has found such women are actually trying to look like their daughters.

The study reveals mothers who consider themselves young at heart will often use their daughters as role models, copying not just their clothes but also their hair and make-up, the Daily Express reported.

According to the study conducted for the Journal of Consumer Behaviour, daughters, however, are far less likely to want to dress like their mothers, even if they are trying to look grown up.

Ayalla Ruvio, who led this research, said this is known as reverse socialisation.

Conducting a survey of 343 mothers and daughters, aged on average 44 and 16, it was found children usually follow the lead of their parents in life, but when girls become teenagers the situation reverses.

As per the study report: “Teenage girls have a strong influence on the products their mothers buy, as in make-up or clothing. And mothers have a much stronger tendency to mimic their daughters’ consumption behaviour than vice versa.

“It suggests the impact adolescents have on their parents is more profound than credited to them.”

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