Gendering Theory in Marketing and Consumer Research  book cover
1st Edition

Gendering Theory in Marketing and Consumer Research

ISBN 9780367077075
Published October 18, 2018 by Routledge
212 Pages

FREE Standard Shipping
USD $52.95

Prices & shipping based on shipping country


Book Description

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.

Table of Contents

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


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

View More



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.