Transforming beyond self: fluidity of parent identity in family decision-making


Autoria(s): Parkinson, Joy; Gallegos, Danielle; Russell-Bennett, Rebekah
Data(s)

2016

Resumo

When a household welcomes a new infant a transformation occurs whereby household routines, values and decisions change. This research explores how decision-making is influenced by fluctuating identity subjectivities. We explore longitudinally, using a family identity framework, how the transitioning between self, couple and family self-identities influences the decisions made regarding social issues, in this case infant feeding. Results indicate that decision-making during a period of transformation is not straightforward, relying on a multiplicity of identities that are constantly renegotiated and dependent on other influences. Decisions made conform to the identity-construct-of-the-moment, but are fluid and subject to change, such that pinpointing causal pathways is inappropriate. Implications for influencing the consumption of social behaviors for consumer researchers are one size does not fit all and require an in-depth understanding of the fluidity of decision-making. Consequently, social marketing strategies need to be tailored to constructed identities and flexible across time to remain influential.

Identificador

http://eprints.qut.edu.au/86737/

Publicador

Elsevier

Relação

DOI:10.1016/j.jbusres.2015.07.025

Parkinson, Joy, Gallegos, Danielle, & Russell-Bennett, Rebekah (2016) Transforming beyond self: fluidity of parent identity in family decision-making. Journal of Business Research, 69(1), pp. 110-119.

Direitos

© 2015 Elsevier Inc.

Fonte

QUT Business School; Faculty of Health; School of Exercise & Nutrition Sciences; School of Advertising, Marketing & Public Relations

Palavras-Chave #150501 Consumer-Oriented Product or Service Development #150502 Marketing Communications #Identity #Social Marketing #Breastfeeding #Consumer Behavior #Family Decision-Making
Tipo

Journal Article