Experiencing Motherhood: the Importance of Possible Selves to New Mothers

Experiencing Motherhood: The importance of possible selves to new mothers


Emma N. Banister, Lancaster University


Margaret K. Hogg, Lancaster University


Our research examines the impact that women’s experiences of consumption choices have on the processes of their identity formation and stabilization as mothers. We report some preliminary findings wherein we identify some of the key choices that our participants made at certain stages of their pregnancy/motherhood and identify the role of possible selves: in terms of the mother/parent that they wanted to be (ideal), their thoughts about the kind of mother they did not want to be (negative self), balanced with the pressure to fit with others’ expectations (ought self).


Emma Banister and Margaret Hogg (2006) ,"Experiencing Motherhood: the Importance of Possible Selves to New Mothers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 343-344.


Emma Banister, Lancaster University
Margaret Hogg, Lancaster University


NA - Advances in Consumer Research Volume 33 | 2006

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