Motherhoods, Markets and Consumption

Stephanie O’Donohoe is Professor of Advertising and Consumer Culture at the University of Edinburgh, UKMargaret Hogg is Fulgoni Professor of Consumer Behaviour and Marketing at Lancaster University Management School , UKPauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UKLydia Martens is Senior Lecturer in Sociology at Keele University, UKLorna Stevens is Senior Lecturer in Marketing at the University of the West of Scotland, UK

This is a timely volume that nurtures a nuanced understanding of the ways that cultures, markets, marketing and consumption "give birth" to experiences of motherhood. For established and aspiring scholars interested in the intersection of gender, consumption, and markets, this book provides an invaluable resource.Eileen Fischer, York University, CanadaWhat does motherhood mean, and how does contemporary culture understand it? This comprehensive volume explores these compelling questions. Its expert roster of multidisciplinary, multinational contributors offers a thought-provoking panoply of perspectives on the experiences and expressions of motherhood around the world. Cele Otnes, University of Illinois at Urbana-Champaign, USAThis book is essential reading for anyone wishing to explore and understand the multifaceted links between markets and motherhood, and I wholeheartedly recommend it.Stefania Borghini, Bocconi University, ItalyWith its carefully researched and thoughtfully composed essays, Motherhood, Markets and Consumption demonstrates the depth and ongoing promise of interpretive consumer research. Under the evident, excellent direction of the editors, the book is sure to inspire new pathways of exploration into the politics, economics and pragmatics of gendered, maternal consumption and in its many expressions.Daniel Thomas Cook, Rutgers University, Camden, USAA much needed book finally arrives. Five eminent scholars have assembled a collection that explores critically motherhood in relation to markets and consumption. We welcome this volume both for its intellectual content and potential impact on the world of practice.Alladi Venkatesh, University of California, USA

• 1. The Making of Mothers Part I: Motherhood as an Ideological, Mediated Project 2. Motherhood in the Movies, 1942-2010: Social Class Mobility and Economic Power 3. Designing Mothers and the Market: Social Class and Material Culture 4. How to be a Mother: Expert Advice and the Material Subject 5. Negotiations of Motherhood: Between Ideals and Practice Part II: Feeding Motherhood 6. "It won't do her any Harm" they said, "Or they wouldn't put it on the Market": Infant Weaning, Markets and Mothers' Narratives of Trust 7. Contesting Food: Contesting Mothering? 8. Food, Cooking and Motherhood amongst Bosnian Refugees in Sweden 9. Images of Motherhood: Food Advertising in Good Housekeeping Magazine, 1950-2010 Part III: Motherhood, Consumption and Transitions 10. Bouncing Back: Reclaiming the Body from Pregnancy 11. Managing Pregnancy Work: Consumption, Emotion and Embeddedness 12. Engaging with the Maternal: Tentative Mothering Acts and the Props of Performance 13. Mothers and their Empty Nests: Employing Consumption Practices to Negotiate a Major Life Transition 14. Whose Work is it Anyway?: The Shifting Dynamics of Accountability and Responsibility in Family Mealtime Practices Part IV: Consumption and Contested Motherhood Identities 15. Mothering, Poverty and Consumption 16. On Markets and Motherhood: The Case of American Mothers of Children Adopted from China 17. Spectacular Pregnancy Loss: The Public Private Lives of the Santorums and Duggars at the Intersection of Politics, Religion and Tabloid Culture 18. Pregnancy, Privacy and Personhood in the Consumer Socialization of Expectant Mothers