Women in Transition — Consumption Narratives of First-Time Motherhood

Andrea Hemetsberger, University of Innsbruck, Austria
Sylvia von Wallpach, Copenhagen Business School, Denmark
Martina Bauer, University of Innsbruck, Austria
Adopting a life-course perspective, this study reveals four narratives of transition to motherhood and according changes of (non-) consumption patterns that liberate, constrain, support, legitimize, and perfectionize women’s understandings of motherhood as ‘a fairytale’ coming true, as a ‘dual-role narrative’, as ‘temporary motherhood’, or as a ‘turning point’ in life.
[ to cite ]:
Andrea Hemetsberger, Sylvia von Wallpach, and Martina Bauer (2015) ,"Women in Transition — Consumption Narratives of First-Time Motherhood", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 368-373.