Description
Book SynopsisSusan 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.
This Handbook's main objective is to provide a roadmap through the complicated terrain of gender as it pertains to marketing and consumer behavior. The author also highlights that the study of gender is not restricted to certain theories, methods, or approaches. The unifying conclusion is that the study of gender is an important topic that has not received the attention it deserves within the marketing discipline; and attention to gender is crucial now more than ever.
This book will give marketing scholars the guidance they need to incorporate the topic of gender into their research by highlighting the current conversations that are taking place in the field of marketing, and more importantly by illuminating the gap in which more scholarship is necessary to increase our understanding of gender complexities.
Contributors include: J. Brace-Govan, J. Coffin, C. Coleman, S. Dobscha, J. Drenten, S. Dunnett, C.A. Eichert, S. Ferguson, L. Gurrieri, R.L. Harrison, W. Hein, G.H. Knudsen, J. Littlefield, P. Maclaran, A.-I. Nolke, S. O'Donohoe, J. Ostberg, N.J. Pendarvis, A.S. Rome, M. Sanghvi, K.C. Sredl, L. Steinfield, L. Stevens, L. Walther, M. Zawisza, L.T. Zayer
Trade Review'The Handbook of Research on Gender and Marketing
is a timely volume that effectively updates and extends conversations on feminism, gender, gendered marketspaces, and the practices of consumers therein. Appropriately, this volume challenges some taken for granted understandings that may be hampering our understanding of gender(s), and some taboos that can prevent us from discussing critical issues that matter to people of varied genders. I encourage scholars in this arena to take the time to read this volume cover to cover.' --Eileen M. Fischer, York University, Canada
'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the ''now'' of gender.'
--Elizabeth C. Hirschman, The University of Virginia's College at Wise, US
Table of ContentsContents: 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
