“Policies and practices around antenatal screening services have long been the subject of debate in a sociological context” (Pilnick, 2008: 511). However, existing research largely overlooks how these policies and practices influence the behaviour of both potential parents from a mental health & consumer behaviour perspective. As a result, a qualitative study might seek to answer the following questions: Is the choice to proceed (or not) with the pregnancy negotiated freely and openly? How do men and women interact at this time within their lives? What role do socio-economic factors play in this interaction? Do consumer objects also play a role? Do these help or hinder? What are the implications for the construction of both parents understanding of themselves? What are the implications for marketing strategy?