Marketing of donor eggs by offering possibilities for imaginary actualization of recipients’ ideal self

Ya’arit Bokek-Cohen

Research output: Contribution to journalArticlepeer-review


Donor eggs have become commercialized and egg agencies mediate between egg consumers and donors. Despite the rapid growth of this industry, there is a paucity of research focusing on the imaginary aspects of the marketing strategies employed in the egg donation commerce. This article is based on a content analysis of American egg donor profiles. Inspired by Baudrillardian theory, I analyze the marketing strategy and show how egg donors are perfectionized using cultural notions of hegemonic femininity, in order to attract egg consumers by tacitly encouraging them to create an imagined hyperreal ideal self. This marketing strategy aims to de-commodify genetic substance in order to facilitate the exploitation of consumers’ self-concept for business goals. The identity of the donor is imbued with greater meaning for consumers than merely her genetic material, hence offers possibilities for the imaginary actualization of consumers’ ideal selves. Consumers are invited to exercise their agency and form a simulacrum of their desired self and materialize their utmost psychological identity aspirations.

Original languageEnglish
Pages (from-to)868-902
Number of pages35
JournalJournal of Consumer Culture
Issue number4
StatePublished - Nov 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© The Author(s) 2023.


The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Academic College of Tel Aviv Jaffa (24484057).

FundersFunder number
Academic College of Tel Aviv Jaffa24484057


    • Egg donation
    • hyperreal
    • ideal self
    • imagination
    • simulacrum


    Dive into the research topics of 'Marketing of donor eggs by offering possibilities for imaginary actualization of recipients’ ideal self'. Together they form a unique fingerprint.

    Cite this