Gender, Culture, and Consumer Behavior

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ISBN: 9781848729469 | 1848729464
Cover: Hardcover
Copyright: 3/21/2012

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This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women¿s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, pychology and consumer behavior.

Preface	p. xiii
Acknowledgments	p. xix
About the Editors	p. xxi
About the Contributors	p. xxiii
Feminist Theory and Discourses
Construction of Consumer Vulnerability by Gender and Ethics of Empowerment	p. 3
Introduction	p. 3
Constructing Gender and Power	p. 5
Constructing the Vulnerable Woman	p. 10
Dialogic Ethics of Consumer Vulnerability	p. 22
Conclusion: An Ethics of Empowerment	p. 26
References	p. 27
"The Creation of Inspired Lives": Female Fan Engagement With the Twilight Saga	p. 33
Introduction	p. 33
Field Site	p. 35
Data and Methodology	p. 36
Findings	p. 36
Conclusion	p. 56
Note	p. 58
References	p. 58
Media, Advertising, and Gender
The Carnal Feminine: Consuming Representations of Womanhood in a Contemporary Media Text	p. 63
Introduction	p. 63
The Carnal Feminine	p. 65
Feminism and the Carnal Feminine	p. 67
Sex and the City as a Woman's Genre	p. 69
Analysis	p. 72
Discussion	p. 81
References	p. 84
Climbing the Ladder or Chasing a Dream? Men's Responses to Idealized Portrayals of Masculinity in Advertising	p. 87
Introduction	p. 87
Literature Review	p. 89
Method	p. 92
Findings	p. 94
Implications	p. 103
Biographical Information of Informants	p. 105
References	p. 106
Is the Selectivity Hypothesis Still Relevant? A Review of Gendered Persuasion and Processing of Advertising Messages	p. 111
Introduction	p. 111
Sex and Gender: Are They the Same?	p. 113
The Selectivity Hypothesis Model	p. 116
Limitations and Future Research	p. 130
References	p. 133
Gender and Media Literacy: Women and Men Try On Responses to Objectification in Fashion Advertising	p. 139
Introduction	p. 139
Review of the Literature	p. 141
Method	p. 144
Findings and Discussion	p. 148
Conclusions	p. 154
References	p. 157
Gender, Culture, and the Market
Viewing Gender as a Value-Creative Resource	p. 163
Introduction	p. 163
Background	p. 164
Employing Gender Capital in Value Cocreation
Practices	p. 170
Discussion	p. 185
Summary	p. 189
References	p. 189
Lived Consumer Bodies: Narcissism, Bodily Discourse, and Women's Pursuit of the Body Beautiful	p. 195
Introduction	p. 195
Narcissism and Self	p. 196
Academic Perspectives on the Body	p. 199
Gym Bodies-The Study	p. 204
Findings	p. 205
Discussion	p. 212
Concluding Comments	p. 214
References	p. 216
Escalated Expectations and Expanded Gender Roles: Women's Gift-Giving Rituals for and Resistance to Valentine's Day Events	p. 223
Introduction	p. 223
Contextual and Conceptual Foundations	p. 225
Methods	p. 228
Findings	p. 231
Contributions to Theory	p. 244
Discussion	p. 246
Note	p. 250
References	p. 250
Masculine Discourses
Masculinity and Fashion	p. 255
Introduction	p. 255
Literature Review: A Brief Introduction to Men's Fashion	p. 259
Empirical Case: Speaking of Socks	p. 265
Method	p. 267
Discussion	p. 278
Notes	p. 280
References	p. 280
The Rise of &Chinese character; (Soushokukei Danshi) Masculinity and Consumption in Contemporary Japan	p. 285
Introduction	p. 285
Soushokukei Danshi Consumption Practices	p. 286
Scholarly Importance of Soushokukei Danshi	p. 287
Methodology	p. 288
Findings	p. 289
Discussion	p. 301
Conclusion and Limitations	p. 306
References	p. 307
Masculinity, Intimacy, and Consumption	p. 311
Introduction	p. 311
Gender and the Male-Female Couple	p. 313
Intimacy	p. 315
Contemporary Masculinities and Intimacy	p. 317
Masculinities and Consumption	p. 321
Method	p. 323
Findings and Discussion	p. 324
Conclusion	p. 330
References	p. 331
A Grounded Theory of Transition to Involved Parenting: The Role of Household Production and Consumption in the Lives of Single Fathers	p. 337
Introduction	p. 337
Changing Family Gender Norms	p. 338
The Single-Father Phenomenon	p. 340
Method	p. 341
Findings	p. 345
Reprioritization Strategies	p. 351
Discussion	p. 363
References	p. 364
New Directions
(Re)Igniting Sustainable Consumption and Production Research Through Feminist Connections	p. 371
Introduction: Pathways to Research	p. 371
Sustainability Research in Marketing and Consumer Research: Lack of Impact or "Benign Neglect"?	p. 374
The Marketing Paradigm's Legacy of Unsustainable Sustainability Research	p. 375
Integrating Four Branches of Environmental Feminist Theory Into Marketing and Consumer Research on Sustainability	p. 378
Conclusion	p. 387
References	p. 388
Beyond Gender: Intersectionality, Culture, and Consumer Behavior	p. 393
Introduction	p. 393
An Overview of the Intersectionality Literature	p. 394
Intersectionality in Consumer Culture Theory	p. 399
Intersectionality and Consumption: Avenues for Future Research	p. 402
Conclusion	p. 406
References	p. 407
Gender Research as the Ingénue of Marketing and Consumer Behavior	p. 411
Introduction	p. 411
The Ingénue Finds Her Voice	p. 414
Final Reflections	p. 422
Acknowledgments	p. 424
Notes	p. 424
References	p. 425
Glossary	p. 433
Name Index	p. 439
Subject Index	p. 445
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Gender, Culture, and Consumer Behavior

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