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.


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.


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


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions

Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras

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.