Pursuing parenthood: Integrating cultural and cognitive perspectives on persistent goal striving

Eileen Fischer, Cele C. Otnes, Linda Tuncay

Research output: Contribution to journalArticlepeer-review


This article argues that a fuller understanding of consumer persistence, or repeated attempts to achieve goals, is necessary and can be achieved by adopting an interdisciplinary perspective and integrating cultural and cognitive perspectives on consumer phenomena. Developing insights by examining experiences of informants pursuing parenthood using assisted reproductive technologies, we build on Bagozzi and Dholakia's (1999) model of goal striving to explore how cultural discourses inform consumers' cognitions. We analyze how both life-project framing discourses and culturally pervasive discourses affect consumers and demonstrate that a cultural perspective is a vital complement to cognitive models of persistence.

Original languageEnglish (US)
Pages (from-to)425-440
Number of pages16
JournalJournal of Consumer Research
Issue number4
StatePublished - Dec 2007


  • Cognitive Processes
  • Consumer Socialization
  • Cultural Theories and Analysis
  • Motivation/Desires/Goals
  • Depth/Long Interviews

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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