The research in question has as its theme consumption in (and) pregnancy. The objective is to seek to understand how the pedagogy of pregnancy is crossed by the formation of the subjectivity of the contemporary individual, who prescribes an endless myriad of objects, ways of being and doing, based on a socially expected performance. Here, practices, rituals, objects and representations of consumption related to pregnancy are mapped and analyzed, which at times seem imperative in order to perform as a good pregnant woman. The field research had as central methods the realization of interviews with pregnant women during a visit to the baby s rooms - both still being generated and built. And it also had fluctuating ethnography at fairs for babies and pregnant women. During the realization of the research field, the centrality of the baby s room becomes evident as a space dedicated to this imagined child, mediated by ultrasound images and other objects that precede and stage his life, even before debuting in the world outside the womb.