1st Edition
Gendering Theory in Marketing and Consumer Research
Introduction: theorizing gender and genderising theory in marketing and consumer research Zeynep Arsel, Kirsi Eräranta and Johanna Moisander
1. The abject single: exploring the gendered experience of singleness in Britain Ai-Ling Lai, Ming Lim and Matthew Higgins
2. Gendered reading of the body in the bed Anu Valtonen and Elina Närvänen
3. Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs Anu A. Harju and Annamari Huovinen
4. Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities Jeff Hearn and Wendy Hein
5. Masculinising domesticity: an investigation of men’s domestic foodwork Marcus Klasson and Sofia Ulver
6. Marketing the female politician: an exploration of gender and appearance Minita Sanghvi and Nancy Hodges
7. Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty Martina Hutton
Commentaries
8. Towards more marketing research on gender inequality Eileen Fischer
9. Critical visual analysis of gender: reactions and reflections Jonathan E. Schroeder and Janet L. Borgerson
10. Feminism’s fourth wave: a research agenda for marketing and consumer research Pauline Maclaran
11. Judith Butler on performativity and precarity: exploratory thoughts on gender and violence in India Annamma Joy, Russell Belk and Rishi Bhardwaj
Biography
Zeynep Arsel is Research Chair of Consumption and Markets in the John Molson School of Business at Concordia University, Montreal, Canada. Her work broadly covers issues of identity, taste, and place, with a distinct sociological perspective.
Kirsi Eräranta is Assistant Professor of Organizational Communication at Aalto University, Finland. Her research interests include the discursive construction of corporate social responsibility, the economization and managerialization of Nordic welfare and gender equality policies, diversity, and work-life balance.
Johanna Moisander is Professor of Organizational Communication at Aalto University, Finland. In the area of gender studies, her work has focused on cultural regulation of fatherhood and male parenting, as well as performative identity and resistance in the context of the environmental movement.
