“Broken Eggs” and “Good Eggs”: Understanding “Post-Ivf” Consumer Ambivalence Through Autography

Jennifer Takhar, Novancia Business School, France
This visual and narratological analysis of IVF consumption through autography/visual memoir demonstrates the multiple representational advantages afforded by the genre for consumer research; notably it allows privileged access to elusive, experiential consumer “veracity”. It also elucidates deep consumer ambivalence about IVF that is indissociable from its normalization as a technology.
[ to cite ]:
Jennifer Takhar (2017) ,"“Broken Eggs” and “Good Eggs”: Understanding “Post-Ivf” Consumer Ambivalence Through Autography", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1077-1077.