ANALYSIS OF MOTHERS' SELF-CONTROL OF SPENDING FOR THEIR OWN AND THEIR KIDS

The importance of consumption in the construction and negotiation of motherhood identity following pregnancy has been expressed in several studies (see Clarke, 2004: 55; Ogle et al., 2013: 136; Andersen et al., 2008: 94). Women receive help from a variety of products and services to facilitate the transition to motherhood identity. Consumer self-control can be evaluated in different areas such as food consumption, emotional responses, consumer spending etc. (Tuk et al., 2015). It is expected that the analysis of self-control in expenditures of mothers, an important consumer group, will reveal important findings for the extremely large and still developing mother-child market. In this context, the aim of the research is to determine how the consumption self-control of consumers varies in different situations (eg for the person and the child). The mothers were found to be a promising sample for clarifying the research question due to the fact that they spend for both themselves and their children. It can be stated that the most important contribution of the study to the literature is that it shows that the consumer behaves differently in terms of spending self-control and sub-dimensions depending on the context.