Social and Psychological Aspects
Authors: Victoria Brown (High Point University) , Nancy J Hodges (University of North Carolina at Greensboro)
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.
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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).