Discourses of Motherhood and Consumption Practices of Turkish Mothers

ABSTRACT

Being primarily responsible of conducting logistical and emotional work of childrearing, mothers have agency in formation of the child’s future identity, cultural values and dispositions, and serve as role models, sources of social pressure, and interpersonal support. This article aims to discover discourses of motherhood of Turkish mothers, especially educated and middle class, who have children dependent on their consumption decisions and how their discourses figure in their consumption practices of products, such as food and clothing, which they buy on behalf of their children. After studying discourses of motherhood, discursive and consumption practices of Turkish mothers are analyzed.

*The author would like to thank A. Fuat Fırat for providing valuable comments.



Citation:

Ayla Özhan Dedeoglu (2006) ,"Discourses of Motherhood and Consumption Practices of Turkish Mothers", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 16.

Authors

Ayla Özhan Dedeoglu, Faculty of Economics and Administrative Sciences, Ege University



Volume

GCB - Gender and Consumer Behavior Volume 8 | 2006



Share Proceeding

Featured papers

See More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.