Transforming beyond self: fluidity of parent identity in family decision-making
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.
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.
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|Item Type:||Journal Article|
|Additional Information:||Available online 19 August 2015, embargo until 19 August 2017|
|Keywords:||Identity, Social Marketing, Breastfeeding, Consumer Behavior, Family Decision-Making|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > QUT Faculties and Divisions > Faculty of Health
Current > Schools > School of Exercise & Nutrition Sciences
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||© 2015 Elsevier Inc.|
|Deposited On:||24 Aug 2015 04:06|
|Last Modified:||20 Nov 2015 01:37|
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