Crossing boundaries/drawing lines: A look at the nature of gender boundaries and their impact on marketing research

@inproceedings{Pealoza1994CrossingBL,
  title={Crossing boundaries/drawing lines: A look at the nature of gender boundaries and their impact on marketing research},
  author={Lisa N. Pe{\~n}aloza},
  year={1994}
}
Abstract In this work I am concerned with the ways in which gender based knowledge is created and sustained in marketing research, and its increasing odds with postmodern phenomena. Drawing from personal testimony, scholarly texts, film, advertisements and music videos, I highlight crossing gender boundaries in marketing and consumer behavior, i.e., movement across lines that demarcate male/masculine and female/ feminine consumer cultures in the U.S. Marketing research implications of these… CONTINUE READING

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