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

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  • Parkinson, Joy
  • Gallegos, Danielle
  • Russell-Bennett, Rebekah

Abstract

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.

Suggested Citation

  • Parkinson, Joy & Gallegos, Danielle & Russell-Bennett, Rebekah, 2016. "Transforming beyond self: Fluidity of parent identity in family decision-making," Journal of Business Research, Elsevier, vol. 69(1), pages 110-119.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:1:p:110-119
    DOI: 10.1016/j.jbusres.2015.07.025
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    References listed on IDEAS

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    1. Parkinson, Joy & Russell-Bennett, Rebekah & Previte, Josephine, 2012. "Mum or bub? Which influences breastfeeding loyalty," Australasian marketing journal, Elsevier, vol. 20(1), pages 16-23.
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    2. Edirisingha, Prabash & Aitken, Robert & Ferguson, Shelagh, 2022. "Setting up home: The role of domestic materiality in extended family identity formation," Journal of Business Research, Elsevier, vol. 147(C), pages 1-15.

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