When motherhood is too hard to face : anti-consumption in difficult pregnancy

Tonner, Andrea; Gürhan-Canli, Zeynep and Otnes, Cele and Zhu, Rui (Juliet), eds. (2012) When motherhood is too hard to face : anti-consumption in difficult pregnancy. In: NA - Advances in Consumer Research Volume 40. NA - Advances in Consumer Research, 40 . Association for Consumer Research, USA, pp. 357-362.

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Abstract

This paper presents a narrative study of pregnancy, considering anti-consumption as instrumental to liminal identity. Focussed upon pregnancies at odds with motherhood ideals it finds that avoiding consumption is central to managing women's resultant 'othered' state and therefore that anti-consumption must be considered within conceptualisations of liminal consumption.