Gender issues and consumer behavior

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Sage Publications, Aug 15, 1994 - Business & Economics - 235 pages
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"This book . . . fills a gap left by the current offerings in the market research literature and would be a welcome addition to a marketing doctoral seminar or a master of business administration class in which gender is a covered topic. . . . [This volume] provides an excellent array of different types of research." --Journal of Marketing Research "This volume is an excellent introduction to a wide range of gender and consumption topics. Furthermore, the chapters are stimulating and certain to provoke discussion and research. They collectively touch upon a variety of important gender issues in consumer socialization, advertising and branding, consumption rituals, money, food, and sports, as well as include attention to historical, cultural, and critical perspectives. The authors draw on a wide range of theoretical and methodological perspectives and provide a wealth of ideas for further empirical and theoretical research. All the chapters cover a tremendous amount of ground and provide the reader with a good sense of what is important in gender and consumption. Each piece leaves the reader hungry for more and pondering issues not previously contemplated. Gender Issues and Consumer Behavior offers an excellent foundation for future work in the area of gender and consumption from a variety of social science perspectives." --Russell W. Belk, The University of Utah Why, how, and to what extent does gender influence consumer behavior? Drawing together major contributions from recent conferences on gender and consumer behavior, this thought-provoking collection explores these questions and others. Beginning with a general introduction to gender and consumer behavior, Gender Issues and Consumer Behavior addresses a wide range of topics including gender as a cultural construct, comparison of self to advertising models, gender socializations, and changing gender roles. Each chapter begins with a discussion of the current issues and literature in either psychology, sociology, history, anthropology, among others, then proceeds to a presentation of current research on the interaction among gender, consumer behavior, and marketing. Gender Issues and Consumer Behavior provides an important foundation for students, scholars, and researchers in the fields of consumer behavior, marketing, and gender studies.

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