To Start Being….The Anticipation of a Social Role Through Consumption in Life Transition: the Case of the First-Time Pregnancy

Elodie Sevin, EDHEC Business School/IAE Lille, France
Richard Ladwein, EREM/IAE Lille, France
In the present research, we focus upon an important life transition in women’s life: the first-time motherhood experience in modern societies. After a presentation of life transition and motherhood literature, we discuss the results of an qualitative study based on interview of pregant women. The findings emphasize that pregnant women realize childbirth and anticipate their future role of mothers, through consumption. Finally, we highlight two dimensions in pregnancy : a child oriented dimension and a role of mother oriented dimension. These two dimensions are connected by a temporal focus and rooted in a sociocultural framework.
[ to cite ]:
Elodie Sevin and Richard Ladwein (2008) ,"To Start Being….The Anticipation of a Social Role Through Consumption in Life Transition: the Case of the First-Time Pregnancy", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 325-332.