Single Mothers By Choice: Putting Aside One Life Goal and Embracing Another

Examining the adaptive process of giving up and moving on has received little attention in consumer research, although it likely has applications in numerous domains (Fischer, Otnes & Zayer, 2007). This research explores how consumers disengage from the primary goal of marriage to embrace re-engage another primary goal of motherhood.


Sarita Chaudhury and Pia Albinsson (2014) ,"Single Mothers By Choice: Putting Aside One Life Goal and Embracing Another", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 177-183.


Sarita Chaudhury, Humboldt State University
Pia Albinsson, Appalachian State University


NA - Advances in Consumer Research Volume 42 | 2014

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