Caring consumers: gendered consumption meanings and the juggling lifestyle

Article Abstract:

This article explores the meanings that consumption experiences hold for professional working mothers engaged in the culturally prominent lifestyle known as "juggling." A discussion is given to prior research documenting the cultural and historical processes that gave rise to this lifestyle pattern. These analyses suggest that "jugglers" of the baby boom generation have been socialized in a common system of conflicting cultural ideals, beliefs, and gender ideologies. A hermeneutic research approach is used to explicate the emic consumer meanings that arise in relation to the participants' salient life concerns and their sense of personal history. An etic framework is then derived that further analyzes these perceptions in the context of issues related to the social construction of feminine identities and cultural conceptions of motherhood. The conceptual and methodological implications of the emic and etic frameworks for consumer research are discussed. (Reprinted by permission of the publisher.)

Behavior, Working women, Work and family, Mommy track

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The lived meaning of free choice: an existential-phenomenological description of everyday consumer experiences of contemporary married women

Article Abstract:

An existential-phenomenological description of everyday consumer experiences of contemporary married women with children is offered. An idiographic case study provides a thick description of this phenomenon and illustrates the hermeneutic process used in the interpretation. Following the case study, three interpretive themes are presented as mutually related aspects of an experiential gestalt that is shaped by the contextual ground of participants' life-world situations. Viewed holistically, the thematic aspects exhibit several dialectical relations that can be understood in terms of the emergent meaning of free choice. The applicability of this experiential gestalt to other life-world contexts is discussed. (Reprinted by permission of the publisher.)

Psychological aspects, Married women

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Putting consumer experience back into consumer research: the philosophy and method of existential-phenomenology

Article Abstract:

Existential-phenomenology is presented as an alternative paradigm for conceptualizing and studying consumer experience. Basic theoretical tenets of existential-phenomenology are contrasted with more traditional assumptions and methods used in consumer research. The metaphors used by each paradigm to describe its world view are provided and their respective implications for consumer research discussed. One phenomenological research method is detailed, and examples of how the method is applied and the type of data it produces are provided. An epistemological analysis reveals that existential-phenomenology can provide an empirically based and methodologically rigorous understanding of consumer phenomena. (Reprinted by permission of the publisher.)

Consumer behavior

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