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The Transformative Potential of Feminist Critique in Consumer Research

Catterall, Miriam, Maclaran, Pauline and Stevens, Lorna (2006) The Transformative Potential of Feminist Critique in Consumer Research. In: Advances in Consumer Research. Association for Consumer Research, US, pp. 222-226. ISBN to follow ... [Book section]

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Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behaviour theory. However, in recent years, critical, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion we suggest that feminist perspectives, notably materialist feminism, may open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behaviour.

Item Type:Book section
Faculties and Schools:Ulster Business School > Department of International Business
Ulster Business School
ID Code:23327
Deposited By: Dr Lorna Stevens
Deposited On:20 Sep 2012 08:55
Last Modified:02 May 2014 14:17

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