Outsourcing Motherhood: Managing Assemblages of Care

Amber Epp, University of Wisconsin - Madison, USA
Sunaina Velagaleti, University of Wisconsin - Madison, USA
A recent trend documents the proliferation of services that substitute for common parenting activities (e.g., planning birthday parties). In-depth interviews reveal how mothers make decisions about what is acceptable to outsource when norms are unclear and how they assemble diverse resources to assert control, intimacy, and care.
[ to cite ]:
Amber Epp and Sunaina Velagaleti (2012) ,"Outsourcing Motherhood: Managing Assemblages of Care", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 18-21.