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The consumer culture for expectant parents has changed considerably over the past few decades. Culturally, society places a great deal of emphasis and attention on traditional families and often neglects to recognize non‐traditional families. Although previous consumer literature examines purchase intentions in preparation for parenthood through the traditional biological lens, there have yet to be studies that observe this phenomenon in the context of adoption. This study aims to provide an understanding of the consumer uncertainty and risk that affect purchase intention in this family dynamic.

This study focuses on the psychological dimensions of risk to examine consumer uncertainty as it relates to purchase decisions during the expectant stage of adoption. A literature review was conducted in order to provide a foundation for the study. After finding gaps in the current literature, a mixed approach qualitative study was conducted. Through extensive interviews and focus groups, data were gathered directly from families that meet the scenario requirement and then the findings were analyzed in the phenomenological custom of theme clustering.

The research showed that adoptive parents as consumers largely associate the uncertainty and risk involved with making purchases for a new child with their lack of reference groups. There is a clear pattern of discontent, on the part of adoptive parents, with the lack of interest in their life changing situation (adoption) paid by family, friends, and marketers. Themes that emerged through the research showed that adoptive families desire to be reflected more in the media and further, to be acknowledged as expectant parents in order to bolster confidence in their purchase decisions.

This research provides marketers with a unique perspective as it relates to adoptive parents as consumers. Through the findings of this study, companies can learn some of the key themes to address if they would like to target this segment of affluent parents. By understanding the uncertainty and risk these consumers feel regarding purchase intentions, these fears can be alleviated by companies hoping to engage this audience.

Although many educators feel insecure about reporting suspected child maltreatment, educators are in a unique position to identify and, subsequently, intervene in such cases. This is particularly true for those working in early childhood education settings, as the youngest children – those most vulnerable to the effects of maltreatment – are at the greatest risk for being victims of most types of maltreatment. Thus, early childhood educators should be familiar with child maltreatment and be prepared to act in these cases. The purpose of this chapter is to provide a general overview of child maltreatment. Definitions and prevalent issues will be discussed, and the potential effects of child maltreatment across a variety of domains, including cognitive, academic, social, and behavioral functioning, will be highlighted. Finally, the authors explore various responsibilities, such as mandated reporting and intervention and prevention activities, of early childhood educators.

Despite the long-established importance of infant mental health, internationally this has not been mirrored in the provision of infant mental health services. Within Scotland in the UK, there has been significant recent government investment in developing infant mental health services. However, existing research identifies a massive knowledge and skills gap that could create barriers to implementation. This study aims to use qualitative methods to consider the views of relevant professional stakeholders on education and training within infant mental health.

The authors completed semi-structured interviews with 14 professional stakeholders working in a health board in Scotland. This study used purposive sampling to include a broad range of professionals across health and social care services and analysed the resulting data using Braun and Clarke’s (2006) methodology. This study adopted a reflexive stance throughout, including the research team interviewing each other as part of the process.

Within the theme of education and training, we identified four sub-themes. These included roles for public health and societal education, training for parents, training for professionals and increasing professionals’ experience of infant mental health.

The issues identified are relevant in any area of the UK or internationally in considering the role of education and training in developing and maintaining new infant mental health services. Further research with families and with wider groups of professional stakeholders would be of further benefit.

This chapter considers the mobilities of families subject to child protection involvement at the threshold of the birth of a new baby. The author presents data arising from an ethnographic study of child protection social work with unborn babies. This study aimed to draw near to social work practice within the Scottish context through mobile research methods and included non-participant observations of a range of child protection meetings with expectant families. Research interviews were sought with expectant mothers and fathers, social workers and the chair persons of Pre-birth Child Protection Case Conferences. Case conferences are formal administrative meetings designed to consider the risks to children, including unborn children. This chapter focusses on the experiences of expectant parents of navigating the child protection involvement with their as yet unborn infant. The strategies that parents adopted to steer a course through the multiple possibilities in relation to the future care of their infant are explored here. Three major strategies: resistance, defeatism and holding on are considered. These emerged as means by which expectant parents responded to social work involvement and which enabled their continued forwards motion towards an uncertain future.

Purpose – The purpose of this chapter is to present data regarding the effects of unrealistic expectations and external constraints – such as work structure and socialization – on parents’ construction of work and family roles during their early years of parenting.

Design/methodology/approach – This study is based on Bowen's family systems theory and involves a two-stage panel study. Thirty-six expectant parents were surveyed and interviewed. Five years later, 28 of these parents were studied a second time.

Findings – This study reveals poignant areas where parents have unrealistic expectations that require reconstruction of their roles. These areas include work changes, domestic responsibilities, leisure time, and parental conflict. Parents who worked as a team, rather than in opposition, were most successful in rebalancing their separateness/belonging needs.

Research limitations/implications – The small, nonrandom sample suggests caution in generalizing the findings. The value of the sample lies in that the study reveals viewpoints that can go undetected and unreported in large, randomized samples.

Practical implications – Study results should help family members, and professionals who work with families, to better deal with the often competing challenges of employment and family demands and, in turn, improve well-being for children, parents, and families.

Social implications – This study's findings provide a basis for assessing, improving, and developing policies for parents.

Originality/value – Both data sets are original. The results from this study inform our understandings about expectations in the transition to parenthood.

Tesco online (tesco.com) has developed a sophisticated and extended shopping experience which sets new standards for retailing. This article presents a brief case study of the Tesco online shopping experience in order to illustrate the way in which the online shopping channel can be engaged to extend the offering to the customer. The Tesco homepage offers access to two categories of products: those delivered from store, and those delivered from a warehouse. The shopping experience is supported by good dialogue design and the availability of a range of effective navigation devices designed specifically to support the type of regular shopping trip that supermarket customers can be expected to make. In online supermarket retailing delivery is separated from selection and payment and can be viewed as a distinct component of the service experience. You and Your Child is an interactive online magazine that provides both information and access to the online community supported through iVillage.

This research proposes a framework to guide the development and analysis of digital interventions, namely, through mobile applications, regarding labor and birth. By complying with current scientific evidence, this paper aims to contribute to the safeness and completeness of perinatal health education targeting expectant parents.

A content analysis was conducted on a document containing World Health Organization guidelines for intra-partum, considering the following categories: timeframe, care options, category of recommendation, to create a data set clearly distinguishing between recommendations and non-recommendations. Context-specific and research-context recommendations, details from dosages, measurements and timings, infant care and non-immediate postpartum topics were considered out of the scope of this study.

The results were summarized in a table, ready to be used as a data set, including the following 16 care options ranging from health, well-being and/or rights: respect, communication, companionship, pregnant person’s monitoring, status, fetal monitoring, pain relief, pain management, amenities, labor delay prevention, progress, freedom of choice, facilitation of birth, prevention of postpartum hemorrhage, umbilical cord care and recovery. These were distributed across six timeframes: always, admission, first, second and third stage of labor and immediate postpartum. In addition, recommendations and non-recommendations are displayed in different columns.

This transdisciplinary research intends to contribute to: future research on perinatal education; the creation of digital interventions, namely, m-health ones, targeting expectant parents by providing a framework of content coverage; the endorsement of the rights to Information and to decision-making. Ultimately, when put into practice, the framework can impact self-care through access to perinatal education.

The purpose of this paper is to utilize McKenzie’s two-dimensional model of information practices to situate child feeding practices as complex, socially situated information practices. Further, the authors examined a host of contextual factors (financial, physical, and social) that enabled and constrained information practices within the tightly controlled environment that defines the lives of young parents (YPs).

Methods of investigation were ethnographic in nature and data collection methods included naturalistic observation and interviews in two communities in British Columbia, Canada over a period of several years. Data collection and analysis was ongoing. During the initial stages of data analysis, a conventional approach to content analysis was used to identify key concepts, preliminary themes, and illustrative examples. Working within the broader category of child feeding practices, the authors used a constant comparative process of directed content analysis to identify sub-themes, namely, distinct physical, social, and financial influences on child feeding practices.

The YPs in this study described negotiating breastfeeding, formula feeding, and the introduction of solid foods within a heavily surveilled atmosphere with different and conflicting levels of support and information. The findings demonstrated that active seeking by YPs was often discouraged by authorities, and more passive practices of information encountering and receipt of information from proxies were accepted and expected.

This study used McKenzie’s two-dimensional model to paint a richer picture of YPs’ information practices and their physical, geographical, financial, and social contexts.

These findings suggests that child feeding informational support should, rather than being prescriptive, take into account the complexities of YPs’ relationships and daily lives, as well as the social structures that shape their experiences as parents.

Child feeding practices are influenced by a host of physical, financial, and social factors, and are situated within familial and education environments, as well as broader social and policy discourses.

This research utilized McKenzie’s two-dimensional model of information practices with a sample of YPs. Evidence suggested that child feeding practices were informed by active seeking, active scanning, non-directed monitoring, and by proxy, but these manifested differently for YPs than for the older expectant mothers upon whom McKenzie’s original model was derived. Using ethnographic methods, the authors situated child feeding practices as complex information practices that are informed by conflicting information, physical, social, and financial factors and intensive parenting ideologies. This reinforces the need for information science researchers to understand contextual factors that influence practices.

The purpose of this paper is to investigate how professional men in dual-career relationships craft and enact their fatherhood role ideologies during the transition to fatherhood. In particular, the authors focus on the impact that the development of a more involved approach to fatherhood has on the mother's ability to combine career and family.

This study utilizes a longitudinal, qualitative methodology. Pre- and post-natal interviews were conducted with 18 professional men in dual-career heterosexual relationships.

Although the traditional mode of fatherhood that is rooted in breadwinning continues to be the dominant approach among working fathers in the US, new modes of more involved fathering are emerging. The results of the study indicate that a general shift away from a strict, gendered division of household labor is taking place in today's dual career couples, and this is leading to an increase in men's involvement in childcare. Further, although much of the extant research conceptualizes fatherhood as a role typology, the results reveal that all fathers are involved in caring for their babies, though to varying degrees. Thus the authors propose a continuum of involvement. Finally, the authors discovered how men are finding creative ways to use official and unofficial workplace flexibility to be more involved at home.

The findings offer novel insights into the factors that encourage involved fathering. The authors encourage organizations to create more supportive environments that foster involved fathering by extending paid parental leave benefits to men and providing more access to flexibility.