The Past and Future of Gender Research in Marketing:Paradigms, Stances, and Value-Based Commitments

This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, and consideration of ethics in gender research published by the top-tier marketing journals in the past 30 years. Theoretical contributions (1) explain how commitments to research values and practices constitute personae and particular stances toward research, (2) attribute value commitments to quantitative/positivist as well as qualitative/neohumanist research, and (3) implicate stances that favor particular theories and procedures and in turn enable the hierarchical development of gender research and its marginalization in the field. Recommendations elaborate the analytic, reflexive, and administrative training and research activities that will foster and reward more relevant, accurate, and ethical research on gender in the marketing academy and in industry. This work is of interest to persons dealing with gender identities, communities, and social issues, those working for greater gender representation and participation in firms and civic organizations, and those concerned with leveraging better marketing research for a better world.</p

Un/Re/Doing Gender in Consumer Research: In Conversation with Pauline Maclaran, Lisa Peñaloza, and Craig Thompson

This article documents a panel conversation with three exceptional scholars in the domain of gender and consumer research— Pauline Maclaran, Lisa Peñaloza, and Craig Thompson. The panel was moderated by Jenna Drenten

Who Are You Calling Old? Negotiating Old Age Identity in the Elderly Consumption Ensemble

As the elderly population increases, more family, friends, and paid service providers assist them with consumption activities in a group that the authors conceptualize as the elderly consumption ensemble (ECE). Interviews with members of eight ECEs demonstrate consumption in advanced age as a group phenomenon rather than an individual one, provide an account of how the practices and discourses of the ECE's division of consumption serve as a means of knowing someone is old and positioning him/her as an old subject, and detail strategies through which older consumers negotiate their age identity when it conflicts with this positioning. This research (1) illuminates ways in which consumer agency in identity construction is constrained in interpersonal interactions, (2) demonstrates old identity as implicated in consumption in relation to and distinction from physiological ability and old subject position, and (3) updates the final stages of the Family Life Cycle model.This article is published and copyrighted by University of Chicago Press. This copy of the article is currently under embargo and is due to be released Nov. 4, 2013

Facebook Intrusion as a Mediator Between Positive Capital and General Distress: A Cross-Cultural Study

Background: Social networking sites (SNSs) play an important role in many aspects of life nowadays, and it seems to be crucial to explore their impact on human well-being and functioning. The main aim of the study was to examine the mediating role of Facebook intrusion between positive capital and general distress. Positive capital was considered as comprising self-esteem, ego-resiliency, and self-control, while general distress was seen as having three dimensions: depression, anxiety, and stress. Methods: The sample consisted of N = 4,495 participants (M = 22.96 years, SD = 5.46) from 14 countries: Australia, Cyprus, Greece, Hong Kong, Lithuania, New Zealand, Peru, Poland, Russia, Spain, Turkey, Ukraine, United Kingdom, and United States. We used the following methods: the Facebook Intrusion Questionnaire (FIQ), the Self-Esteem Scale (SES), the Brief Self-Control Scale (SCS), The Ego Resiliency Revised Scale and the Depression, Anxiety, and Stress Scale-21 (DASS-21). Results: We found that Facebook intrusion was a mediator between self-esteem and general distress and between self-control and general distress. Limitations: The present study was based on a cross-sectional study, and the measures used were self-report measures. The majority of the participants were recruited using convenience sampling. Conclusions: The present findings contribute to a better understanding on how the social media have impact on individual mental health. Implications for future studies are discussed

Consumer ethnicity three decades after: a TCR agenda

Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual article critically reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective well-being. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)construction and personal/collective well-being. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)construction that includes migrants as well as non-migrants

Moving from subject-object to subject-subject relations: Comments on "figuring companion-species consumption"

The analytical themes Bettany and Daly pursue touch upon several topics noteworthy in consumer and marketing research past and present -- namely, relationships between consumers and consumption offerings, between marketers and consumers, between academics and practitioners, and between culture and nature. In discussing each, the present article extends Bettany and Daly's insights, posing challenges at once playful and very serious for consumers, marketers, researchers, and public policy analysts.

Catch Me If You Can: Rethinking the Relationship of Body and Self Through Pregnancy

Present study examines the relationship between body and self through the experiences of pregnancy and childbirth. Unlike previous research that mainly examined body modification practices, I examined how consumers construct their selves when they experiences rather natural, unexpected body changes. I did ethnographic in-depth interview with six Korean women who experienced pregnancy in the U.S. to collect data. Analysis was based on extensive coding and memo writing. For a guideline, the coding procedures of grounded theory were used. Through the analysis three themes emerged: 1) Disavowal of changed body from self making effort; 2) A paired identity and body project; and 3) Korean women situated in the American culture. By examining women&apos;s pregnancy and childbirth experiences, this study showed the difference between consumers&apos; ontological self and epistemological self. In addition, the role of relational self in body project was revealed

Consumer resistance : different theoretical stages of the same concept

Num panorama geral, observa-se que os estudos das formas de resistência do consumidor têm passado por diferentes definições. Desta forma, este ensaio teórico teve como objetivo analisar os diferentes estágios do entendimento de resistência nos estudos do consumo, e elaborar um esquema analítico, de caráter evolutivo. Com base em uma ampla revisão teórica, os estudos acerca da resistência do consumidor foram agrupados em cinco estágios de caráter evolutivo: pré-estágio - suporte dos clássicos, resistência iluminada, resistência contestada, tentativas de resistência e agentes de resistência. O estágio atual no entendimento da resistência do consumidor não busca ações de resistência fora do mercado, pois o mercado seria o campo de batalha onde esta resistência ocorre, envolvendo agentes que assumem diferentes papéis, num processo de assimilação e resistência ao longo do tempo. Contrapondo os diferentes estágios com as publicações brasileiras do tema, observou-se que os poucos estudos não estão alinhados com a evolução do conceito internacionalmente. De maneira complementar, sugestões de estudos são proporcionadas no final deste ensaio. Nesta linha, propõe-se que a análise da resistência do consumidor passa pela busca da compreensão de como as pessoas se posicionam como agentes dentro do mercado.In an overview, it is observed that consumer resistance studies have gone through different stages of conceptual understanding. Thus, this theoretical essay aims to analyze the different stages of the resistance notion in consumption studies, and to develop an analytical framework with a historical evolution representation. Based on extensive literature review, consumer resistance studies were grouped into five evolutionary stages: pre-stage - support of the classics, resistance illuminated, resistance challenged, resistance attempts and resistance agents. The current stage of comprehension about consumer resistance is not limited to market escape endeavor. Market would be the battlefield where resistance occurs, involving agents who assumes different roles in a process of assimilation and resistance over time. Contrasting the different stages with Brazilian publications, it was found a limited number of studies unrelated with the international concept evolution. In this line, it is proposed that the consumer resistance analysis involves the understanding how people are positioned as agents within the market. In a complementary way, suggestions for further study are provided at the end of this essay