What Role Does Consumption Play in the Motherhood Identity? Exploring the Motherhood Institution, Motherhood Ideals and Mothering Experiences

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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


This paper provides a conceptual framework to explore the relationship between consumption and the motherhood identity. From an assessment of a diversity of literature from different disciplines it is shown that the identity of motherhood is framed by the interrelationships between the motherhood institution, motherhood ideals and mothering experiences and consumption plays a significant role in shaping this identity. While there is substantial literature available on the motherhood institution and ideals there is less information on mothers actual mothering experiences and even less on the role consumption plays in shaping the motherhood identity. As such the authors argue further empirical research, particularly from a societal standpoint, to explore these interrelationships, focusing specifically on mothering and consumption experiences, is warranted.
Original languageEnglish
Title of host publicationMacromarketing 2006 Seminar Proceedings : Macromarketing the Future of Marketing?
Number of pages22
Place of PublicationDunedin
PublisherUniversity of Otago
Publication date2006
Article number36
ISBN (Print)1877165050
Publication statusPublished - 2006
EventThe 31st Annual Macromarketing Conference. 2006 - University of Otago, Queenstown, New Zealand
Duration: 6 Jun 20068 Jun 2006
Conference number: 31


ConferenceThe 31st Annual Macromarketing Conference. 2006
LocationUniversity of Otago
Country/TerritoryNew Zealand
Internet address

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