The Vulnerability of Single Fathers Adjusting to Their New Parental Role

Mothers and fathers are parents, but parents with distinctly different gender norms. Coltrane (1989, p. 453) noted “traditional tasks of fatherhood are limited to begetting, protecting, and providing for children. While fathers typical derive a gendered sense of self from these activities, their masculinity is even more dependent on not doing the things that mothers do.” This masculine norm gets in the way of being involved parents when they are suddenly given full time responsibility for their children. This paper discusses the transition to highly involved parent, and especially the gender-based challenges encountered, many of which are reinforced by interactions with the marketing system.



Citation:

Robert Harrison and James Gentry (2007) ,"The Vulnerability of Single Fathers Adjusting to Their New Parental Role", 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: 312-313.

Authors

Robert Harrison, University of Nebraska-Lincoln, USA
James Gentry, University of Nebraska-Lincoln, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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