Motherhoods, Markets and Consumption: The Making of Mothers in Contemporary Western Cultures

This is a timely volume that nurtures a nuanced understanding of the ways that cultures, markets, marketing and consumption give birth to experiences of motherhood. For established and aspiring scholars interested in the intersection of gender, consumption, and markets, this book provides an invaluable resource.

Eileen Fischer, York University, Canada

What does motherhood mean, and how does contemporary culture understand it? This comprehensive volume explores these compelling questions. Its expert roster of multidisciplinary, multinational contributors offers a thought-provoking panoply of perspectives on the experiences and expressions of motherhood around the world.

Cele Otnes, University of Illinois at Urbana-Champaign, USA

This book is essential reading for anyone wishing to explore and understand the multifaceted links between markets and motherhood, and I wholeheartedly recommend it.

Stefania Borghini, Bocconi University, Italy

With its carefully researched and thoughtfully composed essays, Motherhood, Markets and Consumption demonstrates the depth and ongoing promise of interpretive consumer research. Under the evident, excellent direction of the editors, the book is sure to inspire new pathways of exploration into the politics, economics and pragmatics of gendered, maternal consumption and in its many expressions.

Daniel Thomas Cook, Rutgers University, Camden, USA

A much needed book finally arrives. Five eminent scholars have assembled a collection that explores critically motherhood in relation to markets and consumption. We welcome this volume both for its intellectual content and potential impact on the world of practice.

Alladi Venkatesh, University of California, USA