Social and Psychological Aspects

How Do I Look? Exploring the Role of Others in Shaping a New Mother's Identity and Appearance

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Abstract

According to Symbolic Interaction (SI) theory, an individual's identity is shaped through interactions with others (Stone, 1962). This study examines the influence of others on a new mother's appearance and identity development through the lens of SI theory. A qualitative approach was used to address current gaps in academic literature regarding this topic. In-depth interviews were conducted with 24 women who were mothers for the first time within six months of recruitment. The study reveals that whether it is a spouse, mother, or friend who is influencing the new mother, another person's assessment of how she looks is an important part of identifying herself as a new mother. Thus, findings shed additional light on the role of others in shaping identity through appearance (Stone, 1962). Results indicate that retailers should provide peer-based shopping incentives that prompt social comparison and consider the importance of word-of-mouth advertising among this consumer group.

How to Cite:

Brown, V. & Hodges, N. J., (2017) “How Do I Look? Exploring the Role of Others in Shaping a New Mother's Identity and Appearance”, International Textile and Apparel Association Annual Conference Proceedings 74(1).