When Pro-Social and Market Logics Collide: the Sensemaking Journeys of Egg Donors in the American Infertility Field

This paper examines egg donors in the U.S fertility industry as a category of actors that participate in exchanges characterized by competing pro-social and market logics. Exploring how sensemaking influences their actions, we contribute to implications of logic multiplicity in general, and of conflicting pro-social and market logics in particular.



Citation:

Anna E Hartman and Eileen Fischer (2020) ,"When Pro-Social and Market Logics Collide: the Sensemaking Journeys of Egg Donors in the American Infertility Field", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1118-1123.

Authors

Anna E Hartman, University of Melbourne, Australia
Eileen Fischer, York University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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