Becoming respectable:low income mothers, consumption and the pursuit of value

Banister, Emma and Hogg, Margaret and Budds, Kirsty and Dixon, Mandy (2016) Becoming respectable:low income mothers, consumption and the pursuit of value. Journal of Marketing Management, 32 (7-8). pp. 652-672. ISSN 0267-257X

PDF (s1-ln21412035736321465-1939656818Hwf-1094473663IdV123124920921412035PDF_HI0001)
s1_ln21412035736321465_1939656818Hwf_1094473663IdV123124920921412035PDF_HI0001.pdf - Accepted Version
Available under License Creative Commons Attribution-NonCommercial.

Download (417kB)


Teenage mothers find themselves caught between two discourses: the irresponsibility of youth and the responsibility of motherhood. We unravel some of the complexities surrounding the performance of socially approved ‘good mothering’, from a social position of restricted resources. We demonstrate the relevance of Skeggs’ (1997) notion of respectability in order to forge a deeper understanding of how young, low-income new mothers seek to secure social value and legitimacy via the marketplace. We identify a number of consumption strategies centred around identification and dis-identification, yet we recognize that young mothers’ careful marshalling of resources, in relation to consumption, risk being misread and could leave young women open to further scrutiny and negative evaluation, ultimately limiting their opportunity to secure a legitimate maternal identity.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Additional Information:
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 10/12/2015, available online:
Uncontrolled Keywords:
ID Code:
Deposited By:
Deposited On:
23 Oct 2015 14:32
Last Modified:
22 Nov 2022 02:28