Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00005
S. Dobscha
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
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00011
Luciana Walther
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00006
Magdalena Zawisza
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
性别概念在市场营销(meyer - levy and Loken, 2015)包括广告(Eisend, 2010;Eisend, Plagemann and Sollwedel, 2014;Grau and Zotos, 2016)。基于性别的营销策略的结果是显而易见的。随便看看任何一家玩具店，你马上就会知道哪个部分是针对女孩的，哪个是针对男孩的。消费者性别被频繁用作细分策略的原因有很多。性别，被理解为生物二元(例如女性vs男性)，很容易识别，基于性别的细分是可访问的，它们似乎对营销组合元素有反应，它们很大，因此有潜在的利润(Wolin, 2003)。这种二元性别在历史上一直主导着营销的实践和研究，并由各种兼容的心理学理论(如社会文化假说、进化假说、神经心理学假说和选择性假说)来解释。meyer - levy和Loken(2015)对这些方法和相关研究进行了极好的回顾。Wolin(2003)则从性别角色刻板印象、选择性假设、代言人的性别效应、广告效应中的性别差异、性别品牌定位等方面对广告中的类似性别二元问题进行了综述。然而，元分析研究表明，人口统计学(性别是其中之一)在市场营销中的预测价值有限，而且往往低于心理统计学(Arts, Frambach和Bijmolt, 2011)。因此，重要的是要认识到与性别有关的，即心理方面的性别，如性别认同、性别态度、性别亚型和陈规定型观念。考虑到这一点，本章通过对性别广告内容、有效性和效果的研究进行必要的审查，解决了文献中的这一差距。它从实证主义社会心理学的角度看待这一主题，并提出了心理学理论的发展，如刻板印象内容模型、内隐社会认知和刻板印象威胁理论，作为有用的框架，来综合研究表面上相互矛盾的研究结果
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00007
J. Drenten, Robert L. Harrison, Nicholas Pendarvis
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
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00013
Laurel A. Steinfield, Jon Littlefield, W. Hein, Catherine A. Coleman, Linda Tuncay Zayer
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. Keywords: transformative consumer research, critical praxis, gender justice, inequality, recognition theory, capabilities approach, critical feminism, intersectionality theory, marginalized genders and marginalized identities
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00010
L. Gurrieri, J. Drenten
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00017
Jack Coffin, C. Eichert, Ana-Isabel Nolke
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.
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00008
K. Sredl
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00016
A. Rome, S. O'Donohoe, S. Dunnett
{"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}
Pub Date : 2019-02-22DOI: 10.4337/9781788115384.00014
Jacob Östberg
{"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}
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