Edited by Susan Dobscha, Professor of Marketing, Bentley University, US

'The Handbook of Research on Gender and Marketing is a timely volume that effectively updates and extends conversations on feminism, gender, gendered marketspaces, and the practices of consumers therein. Appropriately, this volume challenges some taken for granted understandings that may be hampering our understanding of gender(s), and some taboos that can prevent us from discussing critical issues that matter to people of varied genders. I encourage scholars in this arena to take the time to read this volume cover to cover.'--Eileen M. Fischer, York University, Canada'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the ''now'' of gender.'--Elizabeth C. Hirschman, The University of Virginia's College at Wise, US

• Contents:IntroductionSusan Dobscha1. A Psychological Perspective on Gendered Advertising: Content, Effectiveness, and EffectsMagdalena Zawisza2. Video Gaming As A Gendered PursuitJenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis3. Gender East and West: Transnational Gender Theory and Global Marketing ResearchKatherine C. Sredl4. Gender and Sexed Bodies: Embodiment, Corporeality, Physical Mastery and the GazeJan Brace-Govan and Shelagh Ferguson5. The hashtaggable body: Negotiating gender performance in social mediaLauren Gurrieri and Jenna Drenten6. Patriarchal Myths Debunked: Applying a Dialectic of Extremes to Women’s Erotic ConsumptionLuciana Walther7. Critical consumers – discourses of women, sexuality, and objectification Gry Hongsmark Knudsen8. The TCR Perspective of Gender: Moving from Critical Theory to an Activism-Praxis OrientationLaurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer9. No More Mister Mom: Masculinity And ConsumptionJacob Ostberg10. Thinking Through Feminist Theorising: Poststructuralist Feminism, Ecofeminism, and IntersectionalityPauline Maclaran and Lorna Stevens11. Rethinking Feminist WavesAlexandra S. Rome, Stephanie O’Donohoe and Susan Dunnett12. Toward (and Beyond) LGBTQ+ Studies in Marketing and Consumer ResearchJack Coffin, Christian A. Eichert and Ana-Isabel Nolke13. Gender and Intersectionality in Political MarketingMinita SanghviIndex

Edited by Susan Dobscha, Professor of Marketing, Bentley University, US

'The Handbook of Research on Gender and Marketing is a timely volume that effectively updates and extends conversations on feminism, gender, gendered marketspaces, and the practices of consumers therein. Appropriately, this volume challenges some taken for granted understandings that may be hampering our understanding of gender(s), and some taboos that can prevent us from discussing critical issues that matter to people of varied genders. I encourage scholars in this arena to take the time to read this volume cover to cover.'--Eileen M. Fischer, York University, Canada'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the ''now'' of gender.'--Elizabeth C. Hirschman, The University of Virginia's College at Wise, US

• Contents:IntroductionSusan Dobscha1. A Psychological Perspective on Gendered Advertising: Content, Effectiveness, and EffectsMagdalena Zawisza2. Video Gaming As A Gendered PursuitJenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis3. Gender East and West: Transnational Gender Theory and Global Marketing ResearchKatherine C. Sredl4. Gender and Sexed Bodies: Embodiment, Corporeality, Physical Mastery and the GazeJan Brace-Govan and Shelagh Ferguson5. The hashtaggable body: Negotiating gender performance in social mediaLauren Gurrieri and Jenna Drenten6. Patriarchal Myths Debunked: Applying a Dialectic of Extremes to Women’s Erotic ConsumptionLuciana Walther7. Critical consumers – discourses of women, sexuality, and objectification Gry Hongsmark Knudsen8. The TCR Perspective of Gender: Moving from Critical Theory to an Activism-Praxis OrientationLaurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer9. No More Mister Mom: Masculinity And ConsumptionJacob Ostberg10. Thinking Through Feminist Theorising: Poststructuralist Feminism, Ecofeminism, and IntersectionalityPauline Maclaran and Lorna Stevens11. Rethinking Feminist WavesAlexandra S. Rome, Stephanie O’Donohoe and Susan Dunnett12. Toward (and Beyond) LGBTQ+ Studies in Marketing and Consumer ResearchJack Coffin, Christian A. Eichert and Ana-Isabel Nolke13. Gender and Intersectionality in Political MarketingMinita SanghviIndex

Edited by Susan Dobscha, Professor of Marketing, Bentley University, US

'The Handbook of Research on Gender and Marketing is a timely volume that effectively updates and extends conversations on feminism, gender, gendered marketspaces, and the practices of consumers therein. Appropriately, this volume challenges some taken for granted understandings that may be hampering our understanding of gender(s), and some taboos that can prevent us from discussing critical issues that matter to people of varied genders. I encourage scholars in this arena to take the time to read this volume cover to cover.'--Eileen M. Fischer, York University, Canada'Being a woman who has now lived through several versions of feminism, gender studies and marketing, I am very happy to see that scholars continue to re-think and expand their notions of how gender affects marketing - and life generally. This has been a long, difficult and at times also fun and gratifying road to be on. The eclectic mix of topics and perspectives in the present volume help us get a better grasp of the ''now'' of gender.'--Elizabeth C. Hirschman, The University of Virginia's College at Wise, US

• Contents:IntroductionSusan Dobscha1. A Psychological Perspective on Gendered Advertising: Content, Effectiveness, and EffectsMagdalena Zawisza2. Video Gaming As A Gendered PursuitJenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis3. Gender East and West: Transnational Gender Theory and Global Marketing ResearchKatherine C. Sredl4. Gender and Sexed Bodies: Embodiment, Corporeality, Physical Mastery and the GazeJan Brace-Govan and Shelagh Ferguson5. The hashtaggable body: Negotiating gender performance in social mediaLauren Gurrieri and Jenna Drenten6. Patriarchal Myths Debunked: Applying a Dialectic of Extremes to Women’s Erotic ConsumptionLuciana Walther7. Critical consumers – discourses of women, sexuality, and objectification Gry Hongsmark Knudsen8. The TCR Perspective of Gender: Moving from Critical Theory to an Activism-Praxis OrientationLaurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer9. No More Mister Mom: Masculinity And ConsumptionJacob Ostberg10. Thinking Through Feminist Theorising: Poststructuralist Feminism, Ecofeminism, and IntersectionalityPauline Maclaran and Lorna Stevens11. Rethinking Feminist WavesAlexandra S. Rome, Stephanie O’Donohoe and Susan Dunnett12. Toward (and Beyond) LGBTQ+ Studies in Marketing and Consumer ResearchJack Coffin, Christian A. Eichert and Ana-Isabel Nolke13. Gender and Intersectionality in Political MarketingMinita SanghviIndex