American Artemis At the Wheel: Motherhood and Identity Conflict in Automobile Consumption

ABSTRACT

In the U.S. market the two most popular alternatives in the category of high-capacity passenger vehicles are the minivan and the large sport utility vehicle. For many consumers, particularly mothers, the choice presents a dilemma that pits functionality against style in the arena of social identity construction. We investigate that dilemma using ethnographic data from studies of minivan and SUV owners. We discuss the prevalence of two female archetypes, the Good Mother and Artemis, and examine how consumers fitting those archetypes respond to vehicle choice. We conclude that sociocultural trends activate certain archetypes. This may lead to social identity conflicts, which marketers may exploit to create new markets.



Citation:

Diane M. Martin, John W Schouten,, and Debra Stephens (2006) ,"American Artemis At the Wheel: Motherhood and Identity Conflict in Automobile Consumption", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 13.

Authors

Diane M. Martin, Pamplin School of Business Administration, University of Portland
John W Schouten,, Pamplin School of Business Administration, University of Portland
Debra Stephens, Pamplin School of Business Administration, University of Portland



Volume

GCB - Gender and Consumer Behavior Volume 8 | 2006



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