Gender Issues And Consumer Behavior

Why, how and to what extent does gender influence consumer behaviour? Beginning with a general introduction to gender and consumer behaviour, this volume addresses a 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 psychology, sociology, history and anthropology, then proceeds to a presentation of current research on the interaction between gender, consumer behaviour and marketing.

This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women’s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions. Sex, the biological distinction male/female, and gender, which refers to a person’s sense of being male, female, or any other combinations of these, inform issues as varied as personal identity, social interactions, and market behaviours. First, contributions account for the increasing fluidity and/or fragmentation of gender positions, which reshape the interplay between consumers and marketers. Second, they provide a timely illustration of how consumption and markets concur in contrasting gender inequalities, taken both individually and jointly (e.g., at the intersection of ethnicity or positions of market marginalisation). Third, chapters question the role of gender in granting personal and societal well-being, as they reflect on the collective capacity of constantly undoing gender stereotypes. Focusing on gender, this book allows the reader to trace the links among cultural categories (e.g. masculinity, femininity, gender identity), social phenomena, and market (dis)functioning. The chapters in this book were originally published as a special issue in the journal Consumption Markets & Culture.

Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, BI - Norwegian School of Management (Norwegian School of Management), course: Understanding the Consumer, 12 entries in the bibliography, language: English, abstract: Introduction Consumers decision-making styles are supposed to represent a durable cognitive orientation towards shopping and purchasing that dominates choices. Therefore they should be important to marketers because they are linked to purchase behaviour and sales inseparably (Mitchell and Walsh 2004). Bristor and Fischer (1993) stated, "gender is a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioural tendencies. Because gender is a pervasive filter through which individuals experience their social world, consumption activities are fundamentally gendered." When Gender Marketing was developed in the United States 15 years ago, it evolved out of the diversity approach. To realize that men's and women's needs are different and that products are not gender neutral was just a logical consequence out of the practice with differing consumer needs within different ethnical, religious or cultural groups (Flocke 2006). The main goal of gender marketing is to implement differing needs of men and women into the development, distribution, price setting and communication of products and services. Maintainers of this approach consider it as important because of the emerging differences between men and women in their way to articulate consumption desires, making purchase intentions or evaluate products (Flocke 2006). According to Mitchell and Walsh (2004) "males and females want different products and they are likely to have different ways of thinking about obtaining these" (:331). The aim of this paper is to find out how the commitment to a product is increasing by using gender specific advertise

This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women’s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.