Complicitous Consumers? Deconstructing Online "Fertility Testimonials"

Our discursive analysis of American women's online customer testimonials on two “fertility wellness” websites reveals how this advertising strategy makes women unwittingly complicitous in the medical and marketing discourses that stigmatise them as solely responsible for procreative challenges, and simultaneously undermines the tenets of fourth-wave feminism.


Jennifer Takhar and Kelly Pemberton (2016) ,"Complicitous Consumers? Deconstructing Online "Fertility Testimonials"", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 761-761.


Jennifer Takhar, Novancia Business School, Paris. France.
Kelly Pemberton, The George Washington University, Washington DC. USA


NA - Advances in Consumer Research Volume 44 | 2016

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