23C59000 - Consumer research, 02.03.2021-27.05.2021

Topic outline

• Continuing with the Cultural Perspective: Self, Identity and Gender
  Compulsory reading in Perusal:

  Chapter I: An Introduction to Gender in: Eckert, Penelope and McConnell-Ginet, Sally. (To appear). Language and Gender. Second Edition. Cambridge and CNew York: Cambridge University Press.
  
  

  
  

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    Lecuture 7: Self, identity, and gender File

    PDF document
  • Additional readings:

    • Schau, H.J., Gilly, M.C. & Wolfinbarger, M., 2009. Consumer Identity Renaissance: The Resurgence of Identity ‐ Inspired Consumption in Retirement. Journal of Consumer Research, 36(2), pp.255 –276. 
      
    • Gentry, J., & Harrison, R. (2010). Is advertising a barrier to male movement toward gender change? Marketing Theory, 10(1), 74–96
      
    • Hein, W., Steinfield, L., Ourahmoune, N., Coleman, C. A., Zayer, L. T., & Littlefield, J. (2016). Gender justice and the market: a transformative consumer research perspective. Journal of Public Policy & Marketing, 35(2), 223-236.
    • Luedicke, Marius, K. Craig J. Thompson, and Markus Giesler (2010), “Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict,”Journal of Consumer Research, 36 (April), 1016-32
    • Ahuvia, A.C., 2005. Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(June), pp.171–84. '
    • Martin, Diane, John Schouten, and James McAlexander (2006), “Claiming the Throttle: Multiple Femininities in a Hyper-Masculine Subculture,” Consumption, Markets & Culture, (September), 171-205.
      
    • Hein, W., Steinfield, L., Ourahmoune, N., Coleman, C. A., Zayer, L. T., & Littlefield, J. (2016). Gender justice and the market: a transformative consumer research perspective. Journal of Public Policy & Marketing, 35(2), 223-236.