Gendering Theory in Marketing and Consumer Research

This book explores innovative perspectives on gender in marketing and consumer behavior, offering valuable insights for scholars and practitioners alike.

The book Gendering Theory in Marketing and Consumer Research highlights cutting-edge research on the interplay between gender and marketing. It features seven original contributions from esteemed scholars who offer fresh perspectives on gender theory, integrating intersectional, material-discursive, and practice-oriented approaches. These contributions aim to deepen our understanding of how gender influences consumer behavior and marketing strategies in today’s complex marketplace.

Through a critical examination of the gendered dimensions of consumer activity, the authors connect theoretical frameworks with empirical research. They explore how gender is not merely a binary category but is intertwined with various social identities, thus influencing consumer experiences and marketing practices. The innovative analyses presented in Gendering Theory in Marketing and Consumer Research challenge traditional notions of gender in marketing, advocating for a more nuanced understanding that reflects the diversity of consumer experiences.

This book serves as an essential resource for students, scholars, and practitioners interested in the implications of gender as a cultural construct within the marketplace. By employing an intersectionalist lens, it underscores the importance of recognizing gender as part of a broader set of social categories that shape individual subjectivities. Overall, Gendering Theory in Marketing and Consumer Research makes significant scholarly contributions to the fields of gender studies, marketing, and consumer research.