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Contents: Introduction / Susan Dobscha -- 1. A psychological perspective on gendered advertising: content, effectiveness, and effects / Magdalena Zawisza -- 2. Video gaming as a gendered pursuit / Jenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis -- 3. Gender east and west: transnational gender theory and global marketing research / Katherine C. Sredl -- 4. Gender and sexed bodies: embodiment, corporeality, physical mastery and the gaze / Jan Brace-Govan and Shelagh Ferguson -- 5. The hashtaggable body: negotiating gender performance in social media / Lauren Gurrieri and Jenna Drenten -- 6. Patriarchal myths debunked: applying a dialectic of extremes to women's erotic consumption / Luciana Walther -- 7. Critical consumers - discourses of women, sexuality, and objectification / Gry Hongsmark Knudsen -- 8. The TCR perspective of gender: moving from critical theory to an activism-praxis orientation / Laurel Steinfield, Jon Littlefield, Wendy Hein, Catherine Coleman and Linda Tuncay Zayer -- 9. No more mister mom: masculinity and consumption / Jacob Ostberg -- 10. Thinking through feminist theorising: poststructuralist feminism, ecofeminism, and intersectionality / Pauline Maclaran and Lorna Stevens -- 11. Rethinking feminist waves / Alexandra S. Rome, Stephanie O'Donohoe and Susan Dunnett -- 12. Toward (and beyond) LGBTQ+ studies in marketing and consumer research / Jack Coffin, Christian A. Eichert and Ana-Isabel Nolke -- 13. Gender and intersectionality in political marketing / Minita Sanghvi -- Index. Susan Dobscha and the contributors 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. This Handbook's main objective is to provide a roadmap through the complicated terrain of gender as it pertains to marketing and consumer behavior. The book also emphasizes that the study of gender is not restricted to certain theories, methods, or approaches. The unifying conclusion is that the study of gender is an important topic that has not received the attention it deserves within the marketing discipline; and attention to gender is crucial now more than ever. This book will give marketing scholars the guidance they need to incorporate the topic of gender into their research by highlighting the current conversations that are taking place in the field of marketing, and more importantly, by illuminating the gap in which more scholarship is necessary to increase our understanding of gender complexities
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