Banister, E and Hogg, M and Budds, KM and Dixon, M (2015) Becoming respectable: low-income young mothers, consumption and the pursuit of value. Journal of Marketing Management. ISSN 1472-1376

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Abstract

Teenage mothers find themselves caught between two discourses: the irresponsibility of youth and the responsibility of motherhood. We unravel some of the complexities surrounding the performance of socially approved ‘good mothering’, from a social position of restricted resources. We demonstrate the relevance of Skeggs’ notion of respectability in order to forge a deeper understanding of how young, low-income new mothers seek to secure social value and legitimacy via the marketplace. We identify a number of consumption strategies centred around identification and dis-identification, yet we recognise that young mothers’ careful marshalling of resources, in relation to consumption, risks being misread and could leave young women open to further scrutiny and negative evaluation, ultimately limiting their opportunity to secure a legitimate maternal identity.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 10 December 2015, available online: http://www.tandfonline.com/10.1080/0267257x.2015.1117517
Uncontrolled Keywords: teenage mothers, low-income consumers, identity, dis-identification, consumption
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HN Social history and conditions. Social problems. Social reform
H Social Sciences > HQ The family. Marriage. Woman
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Natural Sciences > School of Psychology
Depositing User: Symplectic
Date Deposited: 09 Feb 2016 09:13
Last Modified: 09 Feb 2016 09:13
URI: http://eprints.keele.ac.uk/id/eprint/1446

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