Daughter As Mother's Extended Self

This research focuses on the role of other people as extended self, and tries to investigate its distinctive nature embedded in a unique form of relationship between mothers and daughters in Japan. Through carefully interpreting the direct observation of the catalogue shopping performed by six mother-daughter pairs as well as the depth interviews, it reveals that daughters play dual roles as mothers’ extended selves. Daughters are treated as if they were non human objects like mothers’ Barbie Dolls; also, they are treated as highly important for mothers, and are expected to accomplish mothers’ ideal self in substitution for them.


Mototaka Sakashita and Junko Kimura (2011) ,"Daughter As Mother's Extended Self", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 283-289.


Mototaka Sakashita, Keio University, Japan
Junko Kimura, Hosei University, Japan


E - European Advances in Consumer Research Volume 9 | 2011

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