The Self-Determination Processes of New Mothers

We examine the role that consumption plays in the self-determination processes of new mothers. In examining the range of social discourses about what constitutes ‘a good mother’, we investigated firstly, the range of different selves which confront women as they embark on motherhood: the mother I want to be; the mother I do not want to be; and the mother I should be; and secondly, how women, as they became mothers, used consumption either to incorporate or resist different experiences of these various mothering selves.


Emma Banister and Margaret Hogg (2007) ,"The Self-Determination Processes of New Mothers", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 399-401.


Emma Banister, Lancaster University, UK
Margaret Hogg, Lancaster University, UK


E - European Advances in Consumer Research Volume 8 | 2007

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