Guiding, Chiding and Providing? Consumption and the Social Networks of Expectant Mothers

In this paper, we draw on an ongoing interpretive, multimethod study to discuss the experiences of twenty women as they prepared for the birth of their first child. We highlight the complexity of the social relations as well as the consumption choices they faced. In particular, we explore their ambivalence as they negotiated the network of consumer socialization agents, such as family, friends books, websites and internet bulletin boards guiding, chiding and providing for them on their journey to motherhood.


Andrea Davies, Susan Dobscha, and Susi Geiger (2007) ,"Guiding, Chiding and Providing? Consumption and the Social Networks of Expectant 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: 401-403.


Andrea Davies, University of Leicester, UK
Susan Dobscha, Bentley College, USA
Susi Geiger, University College Dublin, Ireland


E - European Advances in Consumer Research Volume 8 | 2007

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