Mother's choice: An exploration of extended self in infant clothing consumption

Abstract

ABSTRACTConsumption behaviour has long been linked to identity and notions of the self, where materialistic behaviours and attitudes are seen as determinants of self‐image. Previous literature has focused on mothers' consumption in general, but not specifically in regard to identity construction through purchasing for an infant. There is a dearth of academic research understanding mothers' consumption behaviour that links identity construction with infant clothing, where the child is part of the mothers' extended self and display of self‐identity. This qualitative, exploratory study provides insight into how mothers construct and express their identity through the extended self, contributing to consumer culture theory. The study examines the purchasing motivations of 14 mothers, utilizing depth interviews and projective association techniques. The findings indicate three predominant drivers underlying mothers' consumption, namely prioritizing the child, self‐representation and conspicuous branding. Copyright © 2014 John Wiley & Sons, Ltd.