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| Author: | Carrigan, M. Szmigin, I. |
| Title: | 'Mothers of invention': maternal empowerment and convenience consumption |
| Journal: | European Journal of Marketing
2006 : VOL. 40:9/10, p.1122-1142 |
| Index terms: | consumption empowerment consumer behaviour families women |
| Language: | eng |
| Abstract: | This paper examines how the complex relationship between consumption and production evolves as women enact their roles as mothers, and reconstruct their self-identity through their use or avoidance of convenience products. The study utilized qualitative, individual interviews to allow for an interpretive in-depth analysis. The findings suggest that convenience consumption empowers 'mothers of invention' to autonomy through their rejection of unnecessary drudgery, and enables them to negotiate the role of caretaker in the family. |
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