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Love and consumption in poor families headed by lone mothers

Hamilton, K.L. and Catterall, M. (2007) Love and consumption in poor families headed by lone mothers. Advances in Consumer Research, 34. pp. 559-564. ISSN 0098-9258

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This paper explores the role of love in consumer decision making and consumption in low-income families headed by lone mothers. Often consumption in such families revolves around children and mothers make considerable sacrifices to ensure their children's needs are met. Indeed, some mothers suppress own needs and desires, or place them on hold, until their children are older. Some children try to support their mothers either directly in terms of financial contribution, or indirectly by suppressing their desires for consumer goods. The findings are discussed with reference to research on love in family consumer decision making.