Exploring Simultaneous Oppressions: Toward the Development of Consumer Research in the Interest of Diverse Women

In: American behavioral scientist: ABS, Band 38, Heft 4, S. 526-536

Abstract

In this article, the authors argue that to develop public policies that will work in the interests of diverse female consumers, it is imperative to recognize how sexism intersects with racism, classism, and heterosexism. The multiple simultaneous oppressions faced by diverse women make for vast differences in their consumption problems and the remedies they require. The authors illustrate how even consumer research that may seem to promote the interest of women actually serves privileged interests and ignores the reality of others. To move toward consumer research that will help shape public policy in the interests of diverse women, one needs to identify how research to date has enhanced the privilege of some women while neglecting or reinforcing the oppression of others. New research issues will need to be added to the agenda if the current situation is to improve.