AMTP Proceedings 2022
Document Type
Conference Proceeding
Publication Date
2022
Abstract
Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – acknowledgement. Key themes that emerged include a need for acknowledgement of their baby and their status as a mother, greater awareness of loss, marketing interactions that reduce negative triggers, as well as increases in positive triggers that honors lost babies.
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
DOI
10.20429/amtp.2022.69
Recommended Citation
Minton, Elizabeth A.; Anthony, Carissa; Wang, Cindy Xin; and Fox, Alexa, "Mothers with Empty Arms: Marketing, Stigma, and Bereaved Mothers" (2022). AMTP Proceedings 2022. 69.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/69
