Gender Issues and Consumer Behavior

Download or read book Gender Issues and Consumer Behavior written by Janeen Arnold Costa and published by SAGE Publications, Incorporated. This book was released on 1994-08-17 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.