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Pursuing Parenthood: Integrating Cultural and Cognitive Perspectives on Persistent Goal Striving

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  • Eileen Fischer
  • Cele C. Otnes
  • Linda Tuncay

Abstract

This article argues that a fuller understanding of consumer persistence, or repeated attempts to achieve goals, is necessary and can be achieved by adopting an interdisciplinary perspective and integrating cultural and cognitive perspectives on consumer phenomena. Developing insights by examining experiences of informants pursuing parenthood using assisted reproductive technologies, we build on Bagozzi and Dholakia's ( 1999 ) model of goal striving to explore how cultural discourses inform consumers' cognitions. We analyze how both life-project framing discourses and culturally pervasive discourses affect consumers and demonstrate that a cultural perspective is a vital complement to cognitive models of persistence. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Eileen Fischer & Cele C. Otnes & Linda Tuncay, 2007. "Pursuing Parenthood: Integrating Cultural and Cognitive Perspectives on Persistent Goal Striving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 425-440, May.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:425-440
    DOI: 10.1086/518528
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    Cited by:

    1. Castilhos, Rodrigo B. & Fonseca, Marcelo J., 2016. "Pursuing upward transformation: The construction of a progressing self among dominated consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 6-17.
    2. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    3. Del Bucchia, Céline & Peñaloza, Lisa, 2016. "“No, I won't eat that!” Parental self-transformation in clashes of role enactment and children's will," Journal of Business Research, Elsevier, vol. 69(1), pages 145-154.
    4. Arindam Das & Himadri Roy Chaudhuri & Paromita Goswami, 2023. "The catharsis of male consumption: Reimagining masculinity in India," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 4-35, January.
    5. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    6. Céline del Bucchia & Liza Penaloza, 2016. "“No, I won't eat that!” Parental self-transformation in clashes of role enactment and children's will," Post-Print hal-01232368, HAL.
    7. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    8. Alexander P. Henkel & Johannes Boegershausen & Robert Ciuchita & Gaby Odekerken-Schröder, 2017. "Storm after the Quiet: How Marketplace Interactions Shape Consumer Resources in Collective Goal Pursuits," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 26-47.
    9. Mariam Beruchashvili & Risto Moisio, 2013. "Is Planning an Aid or an Obstacle? Examining the Role of Consumers' Lay Theories in Weight Loss," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 404-431, November.
    10. Holttinen, Heli, 2014. "Contextualizing value propositions: Examining how consumers experience value propositions in their practices," Australasian marketing journal, Elsevier, vol. 22(2), pages 103-110.
    11. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.
    12. Hartman, Anna E. & Coslor, Erica, 2019. "Earning while giving: Rhetorical strategies for navigating multiple institutional logics in reproductive commodification," Journal of Business Research, Elsevier, vol. 105(C), pages 405-419.

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