Synopsis
Why, how and to what extent does gender influence consumer behaviour? Beginning with a general introduction to gender and consumer behaviour, this volume addresses a range of topics including: gender as a cultural construct; comparison of self to advertising models; gender socializations; and changing gender roles. Each chapter begins with a discussion of the current issues and literature in psychology, sociology, history and anthropology, then proceeds to a presentation of current research on the interaction between gender, consumer behaviour and marketing.
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Gender Issues and Consumer Behavior
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SAGE Publications, Incorporated, 1994
ISBN 10: 0803953240
ISBN 13: 9780803953246
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