Handbook of Research on Gender and Marketing
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Handbook of Research on Gender and Marketing

Edited by Susan Dobscha

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
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Chapter 10: Thinking through feminist theorising: poststructuralist feminism, ecofeminism and intersectionality

Pauline Maclaran and Lorna Stevens


This chapter gives an overview of feminist scholarship and explains how it can help expose gendered assumptions in marketing and consumer research. The key aim is to help researchers gain a deeper understanding of three specific feminist approaches and how they may be used for analytic purposes. First we give a broad overview of the basic principles inherent in any feminist thinking before discussing these three bodies of feminist theorising: poststructuralist feminism, ecofeminism and intersectionality. The first two have already made strong contributions in consumer research whereas the third, intersectionality, has been largely overlooked and is where we see potential new directions for gender critique.

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