Time, Uncertainty and the Expectancy Experience: An Interpretive Exploration of Consumption and Impending Motherhood

This article examines time and experience of time linked to the consumption behaviour of expectant mothers. Using Dapkus's three categories of time (Limits and Choices, Change and Continuity and Tempo) to frame respondent discussions, the study follows and interpretive route to examine the temporal experiences that affect expectant mothers. The range of feelings and complexity of the lives of the women uncovered from the study provides rich material for marketers wishing to engage with this large and influential group of consumers. The article also suggests future research to investigate the strategies women use to manage time and demands given that many more women are opting for a range of work/home combinations in order to deal with the complexity of their consumer lives.