The convenient mother: myth and reality

Carrigan, M. and Szmigin, I. (2005). The convenient mother: myth and reality. In: European Association for Consumer Research Conference, 15 Jun 2005, Goteborg, Sweden.

URL: http://www.acrwebsite.org/volumes/eacr/vol7/Europe...

Abstract

This paper explores how the ‘paradox of convenience’ affects mothers’ lives. We present the results from in-depth, semi-structured interviews with six mothers in order to explore their sense of fragmented time and their relationship with convenience goods. We question whether convenience is ‘convenient’ for every mother and investigate its advantages and disadvantages. As such, the paper underlines the disparity between the notion of convenience as inevitably beneficial and the lived experience of such convenience.

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