Motherhood, Marketization, and Consumer Vulnerability

Andrea Davies, Andrea Prothero, Elin Sørensen, Lisa O'Malley, Stephanie O'Donohoe, Susan Dobscha, Susi Geiger, Thyra Uth Thomsen

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This article explores consumer vulnerability and the role of public policy by focusing on new mothers. Developing the consumer vulnerability model of Baker, Gentry, and Rittenburg, the authors consider how medical contexts, political and legal factors, economic resources, societal prescriptions, media representations, and the presence or absence of appropriate policy all contribute to the social construction of motherhood ideologies. These ideologies are adopted and amplified in the marketplace and used to encourage consumption as a means of coping with this particular role transition during a time of physical and psychological changes in mothers-to-be. This article illustrates that the extended market logic dominating contemporary mothering environments both contributes to and has the potential to exacerbate new mothers’ vulnerability, raising important challenges for public policy, both in the immediate and in the longer term. The authors assess public policy implications and conclude that the market does not always provide the best answers to uncertainties people may experience and that macromarketers and public policy makers have a particular responsibility to identify alternative solutions.
Original languageEnglish
JournalJournal of Macromarketing
Volume30
Issue number4
Pages (from-to)384-397
Number of pages13
ISSN0276-1467
DOIs
Publication statusPublished - 2010

Keywords

  • Motherhood
  • Transitions
  • Vulnerable consumers
  • Markets
  • Marketization

Cite this

Davies, A., Prothero, A., Sørensen, E., O'Malley, L., O'Donohoe, S., Dobscha, S., ... Uth Thomsen, T. (2010). Motherhood, Marketization, and Consumer Vulnerability. Journal of Macromarketing, 30(4), 384-397. https://doi.org/10.117/0276146710378170
Davies, Andrea ; Prothero, Andrea ; Sørensen, Elin ; O'Malley, Lisa ; O'Donohoe, Stephanie ; Dobscha, Susan ; Geiger, Susi ; Uth Thomsen, Thyra. / Motherhood, Marketization, and Consumer Vulnerability. In: Journal of Macromarketing. 2010 ; Vol. 30, No. 4. pp. 384-397.
@article{3895d197e85f43b1b959a5ca1313edad,
title = "Motherhood, Marketization, and Consumer Vulnerability",
abstract = "This article explores consumer vulnerability and the role of public policy by focusing on new mothers. Developing the consumer vulnerability model of Baker, Gentry, and Rittenburg, the authors consider how medical contexts, political and legal factors, economic resources, societal prescriptions, media representations, and the presence or absence of appropriate policy all contribute to the social construction of motherhood ideologies. These ideologies are adopted and amplified in the marketplace and used to encourage consumption as a means of coping with this particular role transition during a time of physical and psychological changes in mothers-to-be. This article illustrates that the extended market logic dominating contemporary mothering environments both contributes to and has the potential to exacerbate new mothers’ vulnerability, raising important challenges for public policy, both in the immediate and in the longer term. The authors assess public policy implications and conclude that the market does not always provide the best answers to uncertainties people may experience and that macromarketers and public policy makers have a particular responsibility to identify alternative solutions.",
keywords = "Motherhood, Transitions, Vulnerable consumers, Markets, Marketization, Motherhood, Transitions, Vulnerable consumers, Markets, Marketization",
author = "Andrea Davies and Andrea Prothero and Elin S{\o}rensen and Lisa O'Malley and Stephanie O'Donohoe and Susan Dobscha and Susi Geiger and {Uth Thomsen}, Thyra",
year = "2010",
doi = "10.117/0276146710378170",
language = "English",
volume = "30",
pages = "384--397",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "Sage Publications, Inc.",
number = "4",

}

Davies, A, Prothero, A, Sørensen, E, O'Malley, L, O'Donohoe, S, Dobscha, S, Geiger, S & Uth Thomsen, T 2010, 'Motherhood, Marketization, and Consumer Vulnerability', Journal of Macromarketing, vol. 30, no. 4, pp. 384-397. https://doi.org/10.117/0276146710378170

Motherhood, Marketization, and Consumer Vulnerability. / Davies, Andrea ; Prothero, Andrea; Sørensen, Elin; O'Malley, Lisa ; O'Donohoe, Stephanie; Dobscha, Susan; Geiger, Susi; Uth Thomsen, Thyra.

In: Journal of Macromarketing, Vol. 30, No. 4, 2010, p. 384-397.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Motherhood, Marketization, and Consumer Vulnerability

AU - Davies, Andrea

AU - Prothero, Andrea

AU - Sørensen, Elin

AU - O'Malley, Lisa

AU - O'Donohoe, Stephanie

AU - Dobscha, Susan

AU - Geiger, Susi

AU - Uth Thomsen, Thyra

PY - 2010

Y1 - 2010

N2 - This article explores consumer vulnerability and the role of public policy by focusing on new mothers. Developing the consumer vulnerability model of Baker, Gentry, and Rittenburg, the authors consider how medical contexts, political and legal factors, economic resources, societal prescriptions, media representations, and the presence or absence of appropriate policy all contribute to the social construction of motherhood ideologies. These ideologies are adopted and amplified in the marketplace and used to encourage consumption as a means of coping with this particular role transition during a time of physical and psychological changes in mothers-to-be. This article illustrates that the extended market logic dominating contemporary mothering environments both contributes to and has the potential to exacerbate new mothers’ vulnerability, raising important challenges for public policy, both in the immediate and in the longer term. The authors assess public policy implications and conclude that the market does not always provide the best answers to uncertainties people may experience and that macromarketers and public policy makers have a particular responsibility to identify alternative solutions.

AB - This article explores consumer vulnerability and the role of public policy by focusing on new mothers. Developing the consumer vulnerability model of Baker, Gentry, and Rittenburg, the authors consider how medical contexts, political and legal factors, economic resources, societal prescriptions, media representations, and the presence or absence of appropriate policy all contribute to the social construction of motherhood ideologies. These ideologies are adopted and amplified in the marketplace and used to encourage consumption as a means of coping with this particular role transition during a time of physical and psychological changes in mothers-to-be. This article illustrates that the extended market logic dominating contemporary mothering environments both contributes to and has the potential to exacerbate new mothers’ vulnerability, raising important challenges for public policy, both in the immediate and in the longer term. The authors assess public policy implications and conclude that the market does not always provide the best answers to uncertainties people may experience and that macromarketers and public policy makers have a particular responsibility to identify alternative solutions.

KW - Motherhood

KW - Transitions

KW - Vulnerable consumers

KW - Markets

KW - Marketization

KW - Motherhood

KW - Transitions

KW - Vulnerable consumers

KW - Markets

KW - Marketization

U2 - 10.117/0276146710378170

DO - 10.117/0276146710378170

M3 - Journal article

VL - 30

SP - 384

EP - 397

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 4

ER -

Davies A, Prothero A, Sørensen E, O'Malley L, O'Donohoe S, Dobscha S et al. Motherhood, Marketization, and Consumer Vulnerability. Journal of Macromarketing. 2010;30(4):384-397. https://doi.org/10.117/0276146710378170