To Buy or Not to Buy for My Baby

Abstract

Status consumption increased with the consumption madness via social media. This effect can be seen in pregnant or first-time mothers with their newborn babies. These mothers buy the most organic, natural, unique and attractive products for their babies and share them on their social media accounts. Also, they make exaggerated expenses in activities like birthday parties and baby showers in order to get the credit of best mother. At the same time, these mothers extend their selves via their babies as they see them a piece of themselves. Within this scope, the main purpose of this research is evaluating these mothers’ purchases for their babies through extended-self and status consumption theory. Mixed method have been used in this research. Both surveys and in-depth interviews have been conducted. Having looked at the results of surveys, mothers see their babies as a reflection of their selves. Nevertheless, they do not accept that they made status consumption. However, the research went in deep, responses that are more honest have been got and in-depth interview results show that because of the desire of being a part of a social group or doing the best thing lead mothers to status consumption.