Gendering Theory in Marketing and Consumer Research

This book provides a fresh perspective on gender in marketing and consumer research, featuring contributions from leading academics and offering new theoretical insights.

The book Gendering Theory in Marketing and Consumer Research presents a comprehensive exploration of gender within the realms of marketing and consumer behavior. It features seven original contributions from esteemed academics who delve into innovative ways of theorizing gender. By incorporating intersectional, material-discursive, and practice-oriented perspectives, the authors examine how gender influences contemporary marketplace activities, providing fresh insights into this complex field.

Through a blend of theoretical frameworks and empirical analyses, Gendering Theory in Marketing and Consumer Research sheds light on the gendered dimensions of consumer behavior. The contributors critically engage with the idea of gender as a socially regulated performance, emphasizing that it is intertwined with various other identity categories. This intersectionalist approach enriches the understanding of how gender operates within consumer contexts and highlights the importance of considering multiple dimensions of identity.

Targeted at students, scholars, and practitioners, the book serves as an essential resource for those interested in the cultural implications of gender in marketing. It not only advances academic discourse but also encourages practical applications in understanding consumer behavior. Originally published as a special issue of the Journal of Marketing Management, Gendering Theory in Marketing and Consumer Research is a significant contribution to the literature on gender and marketing, fostering a deeper comprehension of gender as a lived experience.