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

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