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
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants
Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany
Brands as Complex Social Processes
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland