Gender, culture, and consumer behavior PDF
Preview Gender, culture, and consumer behavior
Gender, Culture, and Consumer Behavior Gender, Culture, and Consumer Behavior Edited by Cele C. Otnes University of Illinois at Urbana-Champaign Linda Tuncay Zayer Loyola University Chicago Routledge Routledge Taylor & Francis Group Taylor & Francis Group 711 Third Avenue 27 Church Road New York, NY 10017 Hove, East Sussex BN3 2FA © 2012 by Taylor & Francis Group, LLC Routledge is an imprint of Taylor & Francis Group, an Informa business Printed in the United States of America on acid-free paper Version Date: 20111012 International Standard Book Number: 978-1-84872-946-9 (Hardback) For permission to photocopy or use material electronically from this work, please access www.copyright. com (http://www.copyright.com/) or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. CCC is a not-for-profit organization that provides licenses and registration for a variety of users. For organizations that have been granted a photocopy license by the CCC, a separate system of payment has been arranged. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging‑in‑Publication Data Gender, culture, and consumer behavior / editors, Cele C. Otnes and Linda Tuncay-Zayer. p. cm. Summary: “When considering how we should introduce this volume, we reflected on our own lives as women who both grew up in America, but whose heritages are distinct. We are both daughters of male liberal arts professors who provided most of the family income, while our mothers focused on child-rearing and community activities, as well as by-choice educational pursuits and forays into the working world. Linda is a first-generation American whose parents emigrated to the U.S. in 1970. Cele’s ancestors were early U.S. settlers whose families relied on hard work and the G.I. Bill to fend off blows dealt by the Depression. We decided to offer examples of how gender, culture, and consumption intersect in memories that demonstrate the dramatic and dynamic changes in these three areas over our lifetimes”-- Provided by publisher. Includes bibliographical references and index. ISBN 978-1-84872-946-9 (hardback) 1. Consumer behavior. 2. Consumer behavior--Cross-cultural studies. 3. Consumption (Economics)--Social aspects. I. Otnes, Cele. II. Tuncay-Zayer, Linda. HF5415.32.G457 2012 658.8’342--dc23 2011040319 Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the Psychology Press Web site at http://www.psypress.com To Mark and Emily To Tristan Contents Preface..................................................................................................xiii Acknowledgments................................................................................xix About.the.Editors.................................................................................xxi About.the.Contributors.....................................................................xxiii Section i Feminist theory and Discourses chapter 1 Construction.of.Consumer.Vulnerability.by.Gender. and.Ethics.of.Empowerment..............................................3 Catherine A. Coleman Introduction..................................................................................3 Constructing.Gender.and.Power...............................................5 Constructing.the.Vulnerable.Woman.....................................10 Dialogic.Ethics.of.Consumer.Vulnerability...........................22 Conclusion:.An.Ethics.of.Empowerment................................26 References....................................................................................27 chapter 2 “The.Creation.of.Inspired.Lives”:.Female.Fan. Engagement.With.the.Twilight.Saga................................33 Hope Jensen Schau and Margo Buchanan-Oliver Introduction................................................................................33 Field.Site.......................................................................................35 Data.and.Methodology..............................................................36 Findings.......................................................................................36 Conclusion..................................................................................56 Note..............................................................................................58 References....................................................................................58 vii viii • Contents Section ii Media, Advertising, and Gender chapter 3 The.Carnal.Feminine:.Consuming.Representations. of.Womanhood.in.a.Contemporary.Media.Text.............63 Lorna Stevens and Pauline Maclaran Introduction................................................................................63 The.Carnal.Feminine.................................................................65 Feminism.and.the.Carnal.Feminine.......................................67 Sex and the City.as.a.Woman’s.Genre......................................69 Analysis........................................................................................72 Discussion...................................................................................81 References...................................................................................84 chapter 4 Climbing.the.Ladder.or.Chasing.a.Dream?.Men’s. Responses.to.Idealized.Portrayals.of.Masculinity.in. Advertising........................................................................87 Linda Tuncay Zayer and Cele C. Otnes Introduction................................................................................87 Literature.Review.......................................................................89 Method.........................................................................................92 Findings.......................................................................................94 Implications...............................................................................103 Appendix.A:.Biographical.Information.of.Informants......105 References..................................................................................106 chapter 5 Is.the.Selectivity.Hypothesis.Still.Relevant?.A. Review.of.Gendered.Persuasion.and.Processing.of. Advertising.Messages.......................................................111 Michelle R. Nelson and Alexandra M. Vilela Introduction..............................................................................111 Sex.and.Gender:.Are.They.the.Same?....................................113 The.Selectivity.Hypothesis.Model..........................................116 Limitations.and.Future.Research...........................................130 References..................................................................................133 Contents • ix chapter 6 Gender.and.Media.Literacy:.Women.and.Men. Try.On.Responses.to.Objectification.in.Fashion. Advertising......................................................................139 Jacqueline Lambiase, Tom Reichert, Mark Adkins, and Michael S. LaTour Introduction..............................................................................139 Review.of.the.Literature..........................................................141 Method.......................................................................................144 Findings.and.Discussion.........................................................148 Conclusions..............................................................................154 References..................................................................................157 Section iii Gender, culture, and the Market chapter 7 Viewing.Gender.as.a.Value-Creative.Resource.............163 Gokcen Coskuner-Balli and Burçak Ertimur Introduction..............................................................................163 Background...............................................................................164 Employing.Gender.Capital.in.Value.Cocreation. Practices................................................................................170 Discussion.................................................................................185 Summary...................................................................................189 References..................................................................................189 chapter 8 Lived.Consumer.Bodies:.Narcissism,.Bodily. Discourse,.and.Women’s.Pursuit.of.the.Body. Beautiful..........................................................................195 Helen Woodruffe-Burton and Katie Ireland Introduction..............................................................................195 Narcissism.and.Self..................................................................196 Academic.Perspectives.on.the.Body......................................199 Gym.Bodies—The.Study.........................................................204 Findings....................................................................................205 Discussion.................................................................................212 Concluding.Comments...........................................................214 References..................................................................................216
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