ABSTRACT
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.
TABLE OF CONTENTS
part I|60 pages
Feminist Theory and Discourses
part II|99 pages
Media, Advertising, and Gender
chapter 4|24 pages
Climbing the Ladder or Chasing a Dream?
chapter 5|28 pages
Is the Selectivity Hypothesis Still Relevant?
chapter 6|21 pages
Gender and Media Literacy
part III|92 pages
Gender, Culture, and the Market
chapter 8|27 pages
Lived Consumer Bodies
chapter 9|30 pages
Escalated Expectations and Expanded Gender Roles
part IV|115 pages
Masculine Discourses
chapter 13|31 pages
A Grounded Theory of Transition to Involved Parenting
part V|64 pages
New Directions