Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda

From: Academy of Marketing Science Review | Date: January 1, 2001| Author: | Copyright information

[Author Affiliation]

Executive Summary

Face=+BoldGender Identity in Consumer Behavior Research: A Literature Review and Research AgendaFace=-Bold

The process of consumption has long been associated with sex and gender, thus, it comes as no surprise that consum er researchers often examine the effects of these variables on consumer behaviors. It also comes as no surprise that much is known about sex and gender and how they impact buying and consuming activities. Yet there is one gender-related variable, gender identity, that has both intrigued and perplexed consumer behavior researchers for ...

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