Handbook of Research on Gender and Marketing最新文献

{"title":"Introduction to the Handbook of Research on Gender and Marketing","authors":"S. Dobscha","doi":"10.4337/9781788115384.00005","DOIUrl":"https://doi.org/10.4337/9781788115384.00005","url":null,"abstract":"History will point to 2018 as the tipping point for all things gender. The evidence is everywhere, from more women running for political office to girls being saved from sex trafficking rings. The focus on gender surpasses typical academic discussions about political, social, and cultural effects. Gender has gone “mainstream” in 2018. This handbook could not come at a better time. What brought about this gigantic shift in consciousness related to gender? Historians will point to the #MeToo movement, the exposure of sexual harassment, violence, and abuse cases happening at the highest echelons of government, corporate, and social organizations, the incremental movements made in micro-level organizations, such as families, to whittle away at stereotypes that inhibited girls and boys from branching out beyond accepted norms, as just a few of the tremors that precluded this tectonic shift. For those of us who have dedicated our personal and professional lives to advocating for change, the questions are not how and why but what now? But for those who have not considered the extremely complex nature of gender, permit me to provide an illustrative metaphor. Describing the concept of gender is akin to describing a color. I’ll use blue as it is my favorite and also, interestingly, has a “history.” There are many ways to describe the color blue: spectrum, variation, dark to light, hue, cadence, clarity, sharpness, depth, boldness, etc. Given this vast lexicon, it is clear that there is no universal definition of blue. Blue is in the eye of the beholder; blue represents different things to different people. Blue as a color has an interesting history. It was one of the most recent color words added to the English language and was legitimized as a symbol by the Catholic Church when they officially assigned it to represent Saint Mary. In France and the USA, for example, the color blue represents patriotism. In other cultures, blue represents nature. Blue has been used to describe objects and feelings like “blue moon” or “dress blues” or “feeling blue.” Advertisers are aware that blue signals strength to consumers. And parents in many countries use the color blue to reveal","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121497364","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Patriarchal myths debunked: applying a dialectic of extremes to women’s erotic consumption","authors":"Luciana Walther","doi":"10.4337/9781788115384.00011","DOIUrl":"https://doi.org/10.4337/9781788115384.00011","url":null,"abstract":"","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"145 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127609516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gendered advertising: content, effectiveness and effects – psychological perspective","authors":"Magdalena Zawisza","doi":"10.4337/9781788115384.00006","DOIUrl":"https://doi.org/10.4337/9781788115384.00006","url":null,"abstract":"The concept of gender has enjoyed a long and sustained interest in marketing (Meyers-Levy and Loken, 2015) including advertising (Eisend, 2010; Eisend, Plagemann and Sollwedel, 2014; Grau and Zotos, 2016). The results of gender-based marketing strategies are readily visible. Take one look at any toy shop and you will know instantaneously which part of it targets girls and which targets boys. There are a number of reasons why a consumer’s gender is used so frequently as a segmentation strategy. Gender, understood as a biological binary (e.g. women vs men), is easily identifiable, the gender-based segments are accessible, they seem responsive to marketing mix elements and they are large and therefore potentially profitable (Wolin, 2003). This gender-binary has historically dominated practice and research in marketing and is explained by various and compatible psychological theories such as socio-cultural, evolutionary, neuropsychological and selectivity hypothesis. An excellent and current review of these approaches and relevant research is offered by Meyers-Levy and Loken (2015). Wolin (2003) on the other hand offers a review of similar – gender-binary – issues in advertising including: gender role stereotyping, selectivity hypothesis, spokesperson’s gender effects, gender differences in advertising effects and gender brand positioning. However, meta-analytical research shows that demographics, gender being one, have limited and often lower predictive value than psychographics in marketing (Arts, Frambach and Bijmolt, 2011). Thus, it is important to recognize gender-related, that is psychographic, aspects of gender such as gender identity, gender attitudes, gender subtypes and stereotypes. With this in mind the current chapter addresses this gap in the literature by providing a needed review of research on gendered advertising content, effectiveness and effects. It treats the subject from positivist social psychological perspective and proposes developments in psychological theory such as the Stereotype Content Model, implicit social cognition and Stereotype Threat Theory as useful frameworks to synthetize the seemingly conflicting findings on the","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123950520","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Video gaming as a gendered pursuit","authors":"J. Drenten, Robert L. Harrison, Nicholas Pendarvis","doi":"10.4337/9781788115384.00007","DOIUrl":"https://doi.org/10.4337/9781788115384.00007","url":null,"abstract":"As video game technology has evolved, so too has the gendered nature of the video gaming subculture. This chapter characterizes the broad cultural context of gaming and the shifting social patterns of gendered game play. By reviewing existing research at the intersection of gender, gaming, and consumption, we identify three primary research opportunities to build upon existing research: understanding consumers’ lived experiences in the gendered gaming subculture, exploring the gendered gaming marketplace (e.g., shopping, advertising), and investigating the systemic, structural, and cultural underpinnings of gaming. Existing research in the field is not exhaustive nor complete; rather, opportunities for research identify gaps that should be examined more fully by building on existing foundational research. We also address potential challenges of conducting gender-based research in the context of gaming","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133713146","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The TCR perspective of gender: moving from critical theory to an activism-praxis orientation","authors":"Laurel A. Steinfield, Jon Littlefield, W. Hein, Catherine A. Coleman, Linda Tuncay Zayer","doi":"10.4337/9781788115384.00013","DOIUrl":"https://doi.org/10.4337/9781788115384.00013","url":null,"abstract":"Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis. In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices. We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective. We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia. \u0000 \u0000Keywords: transformative consumer research, critical praxis, gender justice, inequality, recognition theory, capabilities approach, critical feminism, intersectionality theory, marginalized genders and marginalized identities","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116625855","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The hashtaggable body: negotiating gender performance in social media","authors":"L. Gurrieri, J. Drenten","doi":"10.4337/9781788115384.00010","DOIUrl":"https://doi.org/10.4337/9781788115384.00010","url":null,"abstract":"","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129996519","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Towards (and beyond) LGBTQ+ studies in marketing and consumer research","authors":"Jack Coffin, C. Eichert, Ana-Isabel Nolke","doi":"10.4337/9781788115384.00017","DOIUrl":"https://doi.org/10.4337/9781788115384.00017","url":null,"abstract":"This chapter provides a critical review of Marketing and Consumer Research on Lesbian, Gay, Bisexual, Trans*, Queer, and other non-heterosexuals (LGBTQ+). We identify five underdeveloped areas in this literature: a lack of research beyond urban Anglo-American consumer cultures; a focus on gay men at the expense of other LGBTQ+ consumers; a paucity of theorizations that consider how sexual identities intersect with race, class, and other markers of difference; a dominance of subculture-theory enabled studies assuming that non-heterosexuals are universally stigmatized; and an opportunity for interdisciplinary research that engages with insights from sociology, psychology, and geography. We trace the historical origins of sexual identities as modern categories and the LGBTQ+ civil rights movement. We furthermore suggest how marketers and consumer researchers could surpass the limitations of existing literature toward LGBTQ+ studies and beyond, and highlight the relevance of such research within wider discussions regarding sexual identities, sexual practices, and sexualised/gendered bodies and places.","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"263 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125811217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gender East and West: transnational gender theory and global marketing research","authors":"K. Sredl","doi":"10.4337/9781788115384.00008","DOIUrl":"https://doi.org/10.4337/9781788115384.00008","url":null,"abstract":"","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128401553","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rethinking feminist waves","authors":"A. Rome, S. O'Donohoe, S. Dunnett","doi":"10.4337/9781788115384.00016","DOIUrl":"https://doi.org/10.4337/9781788115384.00016","url":null,"abstract":"","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115973580","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"No more mister mom: masculinity and consumption","authors":"Jacob Östberg","doi":"10.4337/9781788115384.00014","DOIUrl":"https://doi.org/10.4337/9781788115384.00014","url":null,"abstract":"","PeriodicalId":205811,"journal":{"name":"Handbook of Research on Gender and Marketing","volume":"49 26","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120836926","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}