Gender, sexuality and consumption

Authored by: Pauline Maclaran , Cele C. Otnes , Linda Tuncay Zayer

Routledge Handbook on Consumption

Print publication date:  February  2017
Online publication date:  February  2017

Print ISBN: 9781138939387
eBook ISBN: 9781315675015
Adobe ISBN: 9781317380900

10.4324/9781315675015.ch25

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Abstract

Marketers have long been aware that what we consume shapes our sense of who we are, and that a person’s gender and sexuality associations comprise important parts of this identification. Having long treated biological sex as a key demographic variable to apply in market segmentation, marketers also play a major role in the gendering of consumption practices. In particular, activities positioning products and services for target segments – especially advertising – contribute to creating both positive and negative gender and sexuality stereotypes, and sometimes exacerbate sex differences regarding product usage and associations in spurious ways (e.g., creating Bic pens “for women”).

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