Social comparison motivation of mothers’ with their adolescent daughters and its effects on the mother’s consumption behaviour

Whereas prior research has focused on consumer socialisation and intergenerational influence theories to study mother–daughter interactions, this research draws on identity to emphasise the association between mothers’ social comparison and their related clothing consumption behaviors in the presence of adolescent daughters. A survey of 423 adolescent daughters’ mothers shows how personal and relational identities combine to favor mothers’ social comparison process with their adolescent daughter and explain a set of consumption behaviors, including co-consumption practices (common shopping, joint purchases, clothing exchanges) and mothers’ changes in brands, stores and styles. In order to better target adolescent girls’ mothers, retailers could develop more inter-generational practices.     

Everyday dramas of conscience: navigating identity through creative neutralisations

ABSTRACT

The paper seeks to recuperate autonomy within debates around identity as the discursive construction of self through exploring the ‘greening’ of intensive mothering discourse and the emergence of new subject positions and practices of accountability. It argues that facets of ideologies of ethical and sustainable consumption are inscribed within this discourse, authorising identity work and furnishing everyday provisioning routines with significance and urgency; and that related social practices that are marked for ‘greening’ diligence or negligence are not merely situated and productive, but transformative of mothering identities, roles and norms. We report the findings of a study of a group of professional working mothers as they negotiate competing and conflictual spaces of doing ‘green’ mothering. This opens an analytical window on the diversity of signifying practices that characterise how informants play with boundaries and ambiguity in creative ways, using images of responsible consumption and sustainable living to negotiate appeals to social well-being while authorising claims to ‘greening’ competence. Our interviews capture discursive events that rearticulate social messages, mixing them with brand appeals and media content that situate the invention of ‘new’ mothering with regard to flows of ‘greening’ discourse. Inventive appeals and related subject positions speak of a repertoire of strategic messaging practices, themselves consistent with a heightened reflexivity shaping content and presentation through practices we understand as modes of neutralisation – forms of self-governance and accountability that seek to generate resources of resilience that help reinforce green mothering identity claims made to self and others. Through socialising ‘sustainability’ in this way, we contribute to our understanding of the social surrogacy of brands and its problematics.     

Social Comparison Goals and the Consumption of Advertising: Towards a More Contingent View of Young Women’s Consumption of Advertising

In this paper we use a small-scale exploratory study to challenge current interpretations of the potential effects of the portrayals of women in print advertising on young women’s self-esteem and body image. We examine how young women’s self-perception and self-esteem may be affected depending on their goal for social comparison: self-evaluation, self-improvement and self-enhancement. The results indicate that the goal for social comparison is an important moderating influence on how advertising images are interpreted and consumed. The findings confirm and extend earlier studies; and provide support for challenging prevalent views of women, firstly as passive consumers of advertising messages; secondly, as necessarily susceptible to negative self assessment in response to ideal images in advertising; and thirdly as pursuing only one goal in their consumption of advertising.     

Identity,self‐concept and young women’s engagement with collaborative,sustainable fashion consumption models

It is clear from extant theory that fashion consumption is intrinsically bound to self‐concept and social identity. As such, many individuals over consume in pursuit of ideal identities, particularly in periods of heightened awareness of identity development, such as their youth. This study thus takes one group of fashion over‐consumers, young females, and seeks to identify core motivations towards and barriers for collaborative consumption of clothing and fashion products, though the lens of self‐identity and social interaction. The study adopts a theory of planned behaviour approach, using in‐depth interviews to examine norms of behaviour in fashion consumption and develops a conceptual model for understanding of how these individuals construct a fashion identity within the social contexts of four alternative forms of consumption (renting, borrowing, swapping and purchasing second‐hand). Furthermore, the study examines perceived barriers to participation in these four alternative fashion consumption forms. The study finds that social and ethical implications of sustainable consumption behaviour are the least likely motivators towards engagement with collaborative fashion consumption models within this group, and that opportunities for individual identity expression are the most sought after benefits of such engagement. This research contributes to the literature regarding sustainability issues generally, in the context of fashion consumption, and deepens one’s understanding of young female consumers’ willingness to participate in sustainable consumption actions.     

Understanding fashion communication between Korean middle‐aged mothers and daughters

Daughters can be considered important social role models for middle‐aged mothers in fashion communication such as the clothing purchase or conformity. This study explores antecedents (trust in daughters as fashion informants and internalized social pressure for appearance management) and outcomes (solidarity between mother and daughter, psychological well‐being of mother) of fashion communication (mother–daughter shopping, clothing conformity) between middle‐aged mothers and daughters. The data were collected using a self‐administered online survey of 307 middle‐aged Korean women between ages of 45 and 65. The result shows that mothers’ trust in daughters as fashion informants and internalized social pressure for appearance positively influence mother–daughter shopping and mothers’ clothing conformity to daughters. Next, mother–daughter shopping and mothers’ clothing conformity have a positive influence on the solidarity of mothers and daughters. When solidarity becomes stronger, the degree of the mothers’ psychological well‐being increases.     

Caring and Conflicted: Mothers’ Ethical Judgments about Consumption

Literature on consumer ethics tends to focus on issues within the public sphere, such as the environment, and treats other drivers of consumption decisions, such as family, as non-moral concerns. Consequently, an attitude–behaviour gap is viewed as a straightforward failure by consumers to act ethically. We argue that this is based upon a view of consumer behaviour as linear and unproblematic, and an approach to moral reasoning, arising from a stereotypically masculine understanding of morality, which foregrounds abstract principles. By demonstrating the importance of context to consumption decisions and articulating the impact of caring relationships, we highlight how such decisions are both complex and situated. This is particularly evident for decisions involving the needs of others, as occurs in family life. We argue that the incorporation of care ethics provides both theoretical insights and a more complete account of consumer ethics. This is explored empirically through an investigation of the ethical dilemmas arising from consumption decisions made by mothers of young children. Such decisions juxtapose an ethical consumption orientation (representing impartial concerns) with care for one’s child. Therefore, what has been previously considered a failure to act ethically may in fact be the outcome of complex decision making, which involves competing ethical considerations. We discuss the implications of our findings for theory and practice and how this approach to consumer ethics could be applied more widely.     

How emotional,politically civil and local aspects affect young adults’ sustainable consumption in transition economies

Sustainable consumption manifolds and mobilizes one’s conscious choice to express a politically implied stance on environmental/cultural/social issues, to address social and/or ecological injustices, to reproduce or restore order and justice, as well as to fulfill responsibilities of a citizen consumer. Based on this premise, this paper attempts to explore what sustainable consumption means to young adults in Hong Kong. Findings from three focus groups and six follow-up interviews reveal that Hong Kong young adults’ sustainable consumption embeds their political ideals to construct collective civil power to fight against the structural inequalities, market hegemonies, imperial dominance and social/ecological injustice locally. The findings point to the need to further define and refine the unspecified concept of “reflexivity” in existing literature. The paper also unveils how the concept of “sustainable consumption” has evolved from the “individual,” “global,” “rational,” “remotely moral” and “ideological” to the “communal,” “local,” “emotional,” “politically civil” and “actional.”     

Ostentation and funk: An integrative model of extended and expanded self theories under the lenses of compensatory consumption

In the last decade, economic growth have created in Brazil and other emerging countries a ‘new middle class’, a group that left the poverty line and entered the consumption markets. In this scenario, a musical movement with many traces of this ‘new middle class’ has emerged. Known as Funk Ostentação (ostentation funk), the movement is formed by young singers whose lyrics and promo videos refer to the consumption of designer's clothes, cars and aspirational products. We have studied Funk Ostentação by means of its promo videos, personal interviews and a group discussion with its fans (young adults) and found meaningful relations between consumption and identity building. We developed a framework that integrates the extended and expanded self theories under the lenses of compensatory consumption. This framework can be applied to studies with other groups that have similar characteristics of vulnerability with other niches of the ‘new middle class’ in emerging markets.     

Reducing household water consumption: a social marketing approach

Abstract

There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing’s role in achieving such goals. This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption.     

Best for baby? Framing weaning practice and motherhood in web-mediated marketing

The aim is to illustrate how web marketing frame commercial baby food as a value-adding part of weaning practice and discuss how various ways of framing relate to contemporary mothering ideals. Drawing on “practice” and “frame analysis,” we illustrate how four baby food producers’ web marketing frame commercial baby food and weaning as “medical,” “fun” or “convenient.” The analysis shows that the web material offers a range of images and ideals that could function as discursive resources in mothers’ everyday feeding practices, while at the same time providing a good fit with several, rather than one specific mothering ideal. Besides adding to our knowledge on mothering this work illustrates the role that marketing play in configuring consumer practices. As a form of representation of consumer practice marketing involves a range of images offering discursive resources and supports consumers in negotiating actual and ideal practices linked to cultural ideals on consumption.     

中安油气资源合作国际法保障研究

油气资源安全与否不仅影响国家的经济持续发展,而且关系到国家的政治军事安全。中国是油气资源消费大国,急需从油气资源生产大国进口油气资源。安哥拉是油气资源生产大国,急需通过油气出口获取战后重建资金。正是在这种背景下,为满足各自战略需求并推动双方共同发展,中国与安哥拉开展了双边油气资源合作。在中安油气资源合作中,由国际条约、国际习惯、一般法律原则、司法判例、公法学家学说以及国际组织决议所构成的国际法,虽然起到了保驾护航的作用,但是现行相关国际法既不完备又不协调,严重地缺乏有效性,且急需弥补规制空白。基于此,中国与有关国家应逐步缔结与完善中安油气资源合作所涉多边与双边条约,提高中安油气资源合作所涉国际法的有效性。     

Liminal mothers’ negotiation of conflicting service consumption

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 well-being outcomes (e.g. consumer health). This article extends TSR into liminality and considers that services may also encompass hedonic (mood, satisfaction and happiness) and eudaimonic (mastery, autonomy, positive relations and self-acceptance) dimensions. The article 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.     

Social responsibility and the future of multinationals: Guidance without rules

While voluntary behavior and social responsibility have so far played a peripheral role in multinational corporations’ global strategies, the author argues that the non-market social responsibility dimension will have to be incorporated systematically in management’s forward planning as a growing factor if the multinationals want to secure their future.     

‘From a mother to another’: creative experiences of sharing used children’s clothing

ABSTRACT

This paper explores how consumers deliberate and incorporate concerns for sustainability in their consumption behaviours, through the lens of children’s clothing provisioning. Frustrated by the limited acknowledgement for sustainable issues within the UK mass market fashion retail sector, the participants reveal engaging with social innovation exchange initiatives, including networks of used children’s clothing. The research is informed by 28 professionally working mothers who navigate between meeting the social needs of themselves and their family with their growing knowledge for sustainability. The networks are symbolic of shared social values and building supportive communities that provided emotional and practical pathways for family provisioning. The research illustrates how societal discourse around sustainability is growing and how alternative market structures provide routes that appeal to consumers practically, socially and ideologically. Moreover, the research contributes to understanding opportunities that advance the sustainability agenda, for marketing, social innovation initiatives and progressing sustainable businesses.     

Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption

The concept of developing sustainable consumption practices has been a factor for discussion within academic literature for nearly half a decade. Many have argued the consequences of unmonitored consumption practices within a ‘throw-away’ society would lead to environmental, social and economic degeneration. With consumption no longer hindered by global boundaries, there is an emergence of a common class of people within society consuming in vast amounts, over great distances from one another, and reaps irreparable environmental damage. The onus of developing sustainable practice is no longer the sole responsibility of economies of affluence and specific segments of our economy but has become the responsibility of all stakeholders. Using a triangulated qualitative approach, the aim of this research is to advance our understanding and definition of sustainability in the key stakeholder group: The young consumers, Y generation. The research will focus on understanding their consumption footprints and their view of the notion of sustainability. Implications for social changes, policy and practice will also be presented.     

Personal values associated with political consumption: an exploratory study with university students in Brazil

Emerging countries have witnessed an incredible change in their societal structure in the last few years. In Brazil, the economical rise of the middle class brought more that 100 million people to the marketplace. This stimulus to consumerism (i.e. the social and economic order that encourages the purchase of goods and services in ever‐greater amounts) is accompanied by a notable growth in social movements and mobilization of citizen‐consumers, which indicates changes in the values of individuals and concerns with the direction the society is taking. Conscious and political consumption consequently arises as an alternative way. Especially among young consumers such issues are interesting to address from a theoretical and social point of view, as this new generation will shape the future of the nation. Therefore, the main objective of this study is to analyse socially conscious and political consumption in terms of consumers’ civic engagement as political citizens. We argue that the young political consumer is value‐oriented. The study relied on quantitative research, conducted through an internet‐based survey where 458 valid questionnaires were obtained. Schwartz's Portrait Values Questionnaire was used to measure personal values of the interviewees. Conscious and political consumption were measured through eight questions addressing alter‐ and anti‐consumption actions. The results indicated significant differences among the personal values of the university students that were classified as political consumers. Universalism and benevolence stood out among the core values of this group, with prominence of self‐transcendence, appreciation for equality and concerns for the well‐being of others. However, a gap was observed between the discourse and action of interviewees, once only one‐third of the sample undertook some form of political consumption. The conclusion was that most of the university students interviewed show the will to change society with individual actions, but demonstrate very little political commitment, and currently do not act politically in their purchases.     

Seeking attention versus seeking approval: How conspicuous consumption differs between grandiose and vulnerable narcissists

Narcissism, a personality trait characterized by entitlement and conceit, is increasingly prevalent in society. Two subtypes of narcissism exist: grandiose narcissism (characterized by arrogance and dominance) and vulnerable narcissism (characterized by social insecurity and overreliance on others’ feedback). We posit that both narcissistic subtypes will engage in ostentatious, showy purchases, that is, conspicuous consumption. Since the two subtypes differ so profoundly in their self-esteem regulation strategies, we further posit that their motivations to consume conspicuously may vary. Specifically, we hypothesize that grandiose narcissists’ conspicuous consumption will be driven by their need-for-uniqueness, whilst that of vulnerable narcissists by their need to avoid social disapproval. We test our hypotheses using data obtained from 382 participants. Our results support our expectations that both narcissism subtypes predict conspicuous consumption and that the relationship between grandiose narcissism and conspicuous consumption is mediated by their need-for-uniqueness. Meanwhile, we find that approval-seeking (AS) is only a marginally significant mediator of vulnerable narcissism and conspicuous consumption in females. We discuss theoretical and managerial implications.     

Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge

This study revisits contexts of consumer socialization by focusing on fashion consumption among female teenagers. Focus groups and interviews have been utilized to collect data from 12- to 16-year-old female adolescents. The findings indicate that the adolescents cultivate both rational and symbolic skills within their friendship groups through friendship talk. The paper contributes to consumer socialization studies by examining the role of social relationships in and the accounts of the actual uses of fashion products. By doing so, it extends scholars’, policy makers’, schools’, and families’ understanding of the dynamics involved in the building of young people’s consumer identities and what type of issues they face as young consumers. Thus, the study provides policy makers with information regarding how consumer skills and knowledge are cultivated and the role of the friendship group in cultivating them, which can be used in formulating future policy aimed at consumer education, literacy programmes and social marketing aimed at adolescents.     

Motherhood in migration: schools as acculturation agents

ABSTRACT

Motherhood roles lie at the intersection of gender, professional, family, and social identities and are highly contextualized in culture, making them particularly relevant for acculturation success. We provide an empirical example of how schools act as acculturation agents, using the experiences of career-oriented migrant mothers whose children attend elite private schools in Santiago, Chile. This study contributes to consumer acculturation research and to research on matricentric feminism, which positions mothers’ concerns as the starting point for theories, politics, and practices of empowerment. We employ Turner's notion of root paradigms to discuss how schools maneuver their unique institutional agentic power, acculturating career-oriented migrant mothers and their families into a cultural framework of female domesticity and intensive mothering.     

Parent universities and the location of academic startups

Academic startups are thought to locate in their parent university’s home region because being in the vicinity of a university provides cost advantages in accessing academic knowledge and resources. In this paper we analyze the importance of a different mechanism, namely, social ties between academic entrepreneurs and university researchers, for enabling and facilitating the access to academic knowledge and resources, and therefore for the location of academic startups. We employ unique data on academic startups from regions with more than one university and find that only the parent university influences academic entrepreneurs’ decisions to stay in the region while other universities in the same region play no role. Our findings suggest that the mere local availability of a university may not per se guarantee access to knowledge and resources; social ties are additionally required. The importance of social ties implies that academic knowledge and resources are not necessarily local public good. This holds implications for universities’ role in stimulating regional development.