Abstract
Surrogate mothers use online advertisements to reduce the uncertainty associated with the surrogacy journey. This paper identifies five key desirability traits used by surrogates in online advertisements. These perceived desirability traits include idealism, logistics, moral boundaries, willingness parameters, and personal disclosure. Our findings suggest surrogates construct communication messages using these perceived desirability traits to reduce uncertainty and encourage matching.
| Original language | English |
|---|---|
| Pages (from-to) | 27-33 |
| Number of pages | 7 |
| Journal | Qualitative Research Reports in Communication |
| Volume | 12 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2011 |
Keywords
- Computer-mediated communication
- Surrogacy
- Uncertainty reduction theory
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