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Although liminal theory explains transitional periods in consumers’ lives – such as preadolescence – the impact of these transitions on emotionally connected actors and the transformations that the latter endure have been largely overlooked. Through a qualitative study of the mothers of preteen girls, we show that liminality spills over and that mothers transform from fully needed to authoritative-friendly moms. During this process, these mothers engage in spilled-over liminal consumption (SOLC), which comprehends concomitantly loosely and creatively crafted rituals and new and re-signified routines. However, amid the process of assuming a new mother’s role and helping their daughters’ transformation, these mothers unreflectively reinforce traditional gender norms. Based on our findings, we discuss the process of SOLC and how it ends in reproducing gender and class-based stereotypes.

Unpacking the spillover effect of liminality: preteens’ mothers’ experience as emotionally connected participants