Not Too Conspicuous, Mothers’ Consumption of Baby Clothing

The study reported in this paper positions itself in the small but growing body of research on motherhood and consumption. The interest in this topic is warranted insofar consumption may be utilized as a resource for creating and maintaining new identities and positions. The present study explores the meanings attached to mothers’ consumption of baby clothing, a product category we believe is particularly prone to provide insights into the identity work of (new) mothers. Findings from the study are presented and discussed, revisiting Veblen's idea of conspicuous consumption as vicarious consumption. 



Citation:

Lars Pynt Andersen, Elin Sorensen, and Marianne Babiel Kjaer (2007) ,"Not Too Conspicuous, Mothers’ Consumption of Baby Clothing", 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: 94-98.

Authors

Lars Pynt Andersen, University of Southern Denmark, Denmark
Elin Sorensen, University of Southern Denmark, Denmark
Marianne Babiel Kjaer, University of Southern Denmark, Denmark



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Featured

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications

Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA

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.