Suchergebnisse

Contents: Introduction / Susan Dobscha -- 1. A psychological perspective on gendered advertising: content, effectiveness, and effects / Magdalena Zawisza -- 2. Video gaming as a gendered pursuit / Jenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis -- 3. Gender east and west: transnational gender theory and global marketing research / Katherine C. Sredl -- 4. Gender and sexed bodies: embodiment, corporeality, physical mastery and the gaze / Jan Brace-Govan and Shelagh Ferguson -- 5. The hashtaggable body: negotiating gender performance in social media / Lauren Gurrieri and Jenna Drenten -- 6. Patriarchal myths debunked: applying a dialectic of extremes to women's erotic consumption / Luciana Walther -- 7. Critical consumers - discourses of women, sexuality, and objectification / Gry Hongsmark Knudsen -- 8. The TCR perspective of gender: moving from critical theory to an activism-praxis orientation / Laurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer -- 9. No more mister mom: masculinity and consumption / Jacob Ostberg -- 10. Thinking through feminist theorising: poststructuralist feminism, ecofeminism, and intersectionality / Pauline Maclaran and Lorna Stevens -- 11. Rethinking feminist waves / Alexandra S. Rome, Stephanie O'Donohoe and Susan Dunnett -- 12. Toward (and beyond) LGBTQ+ studies in marketing and consumer research / Jack Coffin, Christian A. Eichert and Ana-Isabel Nolke -- 13. Gender and intersectionality in political marketing / Minita Sanghvi -- Index.

The last two decades have seen an exponential growth in research pertaining to gender issues in marketing and consumer research. This special issue of Marketing Theory, together with the ongoing Association for Consumer Research Gender, Marketing and Consumer Research conference series, now approaching its tenth iteration, demonstrates the continued interest in gender issues in our disciplines. Introducing the special issue, this paper's remit is threefold: it maps the substantive and theoretical developments of gender research within our discipline; it locates this work on gender within its broader context in humanities and social science; and it introduces the reader to the four papers in this special issue. The paper concludes that gender research has moved from the margins to become a strong body of work within marketing and consumer research. That said, there remains substantive opportunity for further development, where gender and feminist research can offer new insights, critiques, theories and approaches.