Maternal Beauty: Self And Consumer Change

Abstract

Objective: This study aimed to identify the perception about body and about appearance as components of the self of mothers and their practices of consumption directed towards beauty.

Methodology: Semi-structured interviews were carried out with six mothers of at least one child up to two years of age. Content analysis was used with the use of thematic categories.

Results: The main results indicate that the vision of the self until the idea of extended self of women who become mothers are changed. Shopping preferences and beauty care are put into second plan in relation to children care and other activities at home and at work. It was verified the collection or the expectation of having the same body as before pregnancy by people of the mothers' relationship, although individual requirement also occurs. It is perceived that the appearance required in the process of motherhood is influenced to some extent by the patterns of behavior and consumption demanded by society in relation to women.

Theoretical contributions: This study contributes to the body of knowledge that involves consumption behavior and self in its different transitions throughout life, here, specifically, with new mothers.

Relevance / originality: The study of women mothers is a public little explored in the literature. They are routinely charged to follow the pattern of socially legitimated beauty, with implications for their self-esteem and that will, to some extent, influence consumer behavior.