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. 


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.


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


E - European Advances in Consumer Research Volume 8 | 2007

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