Liminal mothers' negotiation of conflicting service consumption
Tonner, Andrea (2016) Liminal mothers' negotiation of conflicting service consumption. Journal of Marketing Management, 32 (1-2). pp. 100-120. ISSN 0267-257X (https://doi.org/10.1080/0267257X.2015.1089306)
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Abstract
Pregnancy is a significant period of transition, transforming ‘women’ into ‘mothers’. The mid or liminal phase of transition is particularly ripe for consumer researchers. Transformative services research (TSR) considers that services may deliver objective wellbeing outcomes (e.g. consumer health). This paper extends TSR into liminality and considers that services may also encompass hedonic (mood, satisfaction and happiness) and eudiamonic (mastery, autonomy, positive relations, and self-acceptance) dimensions. The paper unpacks women’s service experiences to enrich and expand understanding of positive and negative consumption meanings. It identifies that unanticipated outcomes emerge as a feature of transformative services. It demonstrates that services situates new mothers at the centre of a multiplicity of consumption. This may both overwhelm and act as transitional resource developing mothers as postmodern bricoleurs.
ORCID iDs
Tonner, Andrea ORCID: https://orcid.org/0000-0002-8436-3946;-
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Item type: Article ID code: 53381 Dates: DateEvent2 January 2016Published13 November 2015Published Online11 June 2015AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 15 Jun 2015 14:51 Last modified: 02 Oct 2024 00:25 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/53381