Abstract
This article examines how women engage in online product research as a means to negotiate their transition into motherhood. Drawing upon data from in-depth interviews with 32 expectant mothers, we demonstrate how the process of constructing baby registries is mediated by intensive online product research. By exploring the role of online resources in consumer decision-making and the different strategies that women employ to meet the perceived challenges of consumption, we show how expectant mothers work to gain entry into the social world of motherhood in an age of intensive mothering and risk society.
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