Stay-At-Home Dad Unite: Coping With Stigma and Isolation (18:38)
Based on video ethnographic research at Stay-at-Home Dad (SAHD) playgroups, 2006 SAHD convention and in-depth interviews, this film explores the challenges SAHDs face as they undertake the primary caregiver role and the strategies they employ to negotiate their gender positioning vis-a-vis more hegemonic masculinities. While prior CCT research has mainly studied consumption communities (e.g. Salomon snowboarders, Cova and Cova 2002; Apple computer users, Schau and Muniz 2002; Harley Davidson bikers, Schouten and McAlexander 1995) for what they do for individuals, the film discusses SAHDs’ organized activities as collective efforts to transform what it means to be a man and a father.
Gokcen Coskuner-Balli (2008) ,"Stay-At-Home Dad Unite: Coping With Stigma and Isolation (18:38)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 878-878.
Gokcen Coskuner-Balli, University of Wisconsin, Madison
NA - Advances in Consumer Research Volume 35 | 2008
The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had
Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA
J10. Transnational Consumer Lifestyle
zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK
I7. Male Spokespeople: Antecedents and Consequences of Social Comparison
Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University