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Index

A2 Erotic Conveniences 124 anonymity 38 abject, the 77 anorexia 71, 72, 106 able-bodiedness 75, 78 anthropomorphism 241–242 academia 202 Antifascist Women’s Front (AFŽ) 50, acceptance 107, 279 51–52, 53 activism anti-feminist movements 262–263 backlash against 67 appearance body images 109 bodywork and 69 identities of 261–262 judgement based on 72 new forms of feminist 256–257 masculinity and 216–218 personal brands and 255 political marketing 295, 301–302, addiction, fear of 146–148, 160–163 303–305 admire stereotypes 14 self-representation and 104 advertising Ardrey IV,W. J. 56–57 anthropomorphism 241–242 Arnould, E. J. 223 effectiveness 11–14, 16–19, 182 art 79 effects of 19–21 Arvidsson,A. 259 feminisms and 253 Ashforth, B. E. 263 gay and lesbian-targeted 278, 279 Attwood, F. 127–128, 155 the gaze and 80 Aune, K. 252, 258 gender roles in 9–13, 33–35 Australian Rules Football League masculinity and 196, 217–219 (AFL) 84–85 perception of 14–16, 170 avatars 32, 35 video games 33–35 Axe 196, 197 visual presentation of 170–171 women’s empowerment 196–197 background 86 affect 80–81 Bafumi, J. 298 affective intensity 180–181 Bailenson, J. N. 31 ageism 309 Ballard, M. S. 243 agentic advertising 12–13, 16, 17 Banister, E. 284–285 aggression 74–75 Bardzell, J. 126–127 Aguiar, P.123, 124 Bardzell, S. 126–127 ambivalence 263–264, 265 Bartky, S. 70–71, 73 Andall, J. 50 Baxter, S. M. 13 Anderson, L. 186 BDSM in Fifty Shades trilogy 180 Anglo-American cultures Beachy, R. 275 as focus of LGBTQ+ research beauty standards 280–282 eating disorders 72 as focus of research on masculinities mind/body relationship 70–71 211 social media 104–105, 109

315

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316 Handbook of research on gender and marketing

“beer test” 301 body ideals Behm-Morawitz, E. 34 longitudinal studies 110 Belk, R. W. 102, 216 mind/body relationship 70–71 Bellizzi, J. A. 12 social media 103–105, 108–109 Bennett, W. L. 259 unattainable 80 Berger, J. 79 body image Berger, P. D. 12 bodywork and 76, 88–89 Berlin 275–276 hashtags 107–108, 110 Bettany, S. 171, 282, 284, 285 marketplaces 78 bicycles 65 body positivity 106–107, 108–109, 111 binary oppositions bodywork 76, 78, 82, 88 challenges to 237–238 Bonfiglioli, C. 55 in gaming industry 40 of gender 235 book characters 176–178 man and nature 239 Borden Dairy 242 in marketing 236 Bordo, S. 71, 73 between men and women 213 Borgerson, J. L. 79–80, 214 mind and body 68 Bosak, J. 17 to sex and gender 189 Boston Women’s Health Collective 66 biology 68–69, 72 Bozon, M. 118, 155 bisexual people 279, 282, 284 Brace-Govan, J. 171–172 see also LGBTQ+ people Bragg, S. 173 Black Lives Matter 256 brands 15, 174, 259 blogging 104 Brands as IntentionAgents Framework Bodenhausen, G. V.12, 18 (BIAF) 14–15, 16 body, the Bray, F. 28 archaeology of 77 Brazil art and 79 erotic consumption 117–119, 129 coding of 200 LGBTQ+ consumers 281 ecofeminism 239–240 sex shops 123–124 feminism and 64–69 sexuality in 120–122 the gaze and 79–82, 88–89 breadwinner role 216 hashtags 105–111 breast cancer groups 107 language and 76–78 Bristor, J. 193, 235–236 marketplaces and 78–79 Brown, G. 285 masculinity and 218 Broz, J. 50 overview 63–64, 88–92 Bryson, L. 74–75 psychology of 77–78 bulimia 106 sexualised 80, 201, 219 Burston, P.283 sexuality and 286 Busby, R. 298 as social construction 73 Butler, J. 68, 102, 214, 236–237 social power and 73–74 Butler, P.298 space and 200–201 Byun, S.-E. 273, 277–278 sport and 74–76, 82–88 theorisations 69–73, 89 Caliandro,A. 259 transformative consumer research Call of Duty 39–40 (TCR) 200 “call-out” culture 256–257 body-building 71 Cambodia 56–57

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Index 317

Canniford, R. 79 consumer psychology 14–22 capabilities approach 190, 191–192 consumer-response studies 174–176 Carbin, M. 245 consumption Cardoso, F. L. 281 the body and 78–79 Cassell, J. 30 of difference 255 “Cat and MouseAct” (1913) 64–65 gendered nature of 236 Catterall, M. 156 masculinity and 215–216 Cayla, J. 79 productive aspects of 130 Chelekis, J. A. 281–282 sexual interaction and 117–118 Cherrier, H. 171–172 sexuality and 126 Chess, S. 34, 35 in subcultures 279–280 childcare 67, 69, 221–223 see also erotic consumption Chisholm, D. 86 Chisholm, Shirley 306–307 contemptuous stereotypes 14 Cho, S. 194 contraception 50, 119, 123 Christiansen, H. S. 264 corporeality 63, 73, 77–79, 88–89 Cinnirella, M. 17, 18 Corus, C. 298 citizenship 54 Cosgrove, K. 298 civilisation 77 Coskuner-Balli, G. 221, 265 Clark, R. 256 cosmetic surgery 78 class 53, 246, 280 Costa, J. A. 216 clicktivism 257 Courtney,A. E. 12 climbing 85–88 Cova,B.79 Clinton, H. 295–296 Cox, L. 109 clitoral massagers 156, 159–160 Crenshaw, K. 194, 244, 297 Cochrane, K. 234 critical consumers coding porn 182 of the body 200 public outcries 171–172 of gender portrayals 9–11 underestimation of 173–174 Coffin, J. 284–285 women as 168–169, 171, 183 Collins, N. 298 critical feminism 189–190, 239, 242 Collins, P. H. 297 critical praxis 193–194, 294–295 commoditization of women 194–195 critical reading 168, 173–174, 183 “commodity feminism” 254 Croatia 50–56, 59 communal advertising 12, 13, 15–16, 17 Crockett, D. 246 “communicative capitalism” 257 cultural ecofeminism 239 communities 198 cultural feminism 47–48, 50 competence 14, 15–16 cultural lag 10 Comrade Woman conference 45, 51–52, cybernetic disembodiment 102 53 condoms 143–144 dance 79 Congressional Black Caucus (CBC) Davis, K. 245 306–307 Dean, J. 252, 257, 258 Connell, R. W. 73–74, 215, 224 D’Eaubonne, F. 238 consumer culture 254–255, 259–261, de Beauvoir, S. 66, 86 267 Debevec, K. 12 consumer culture theory (CCT) 118, De Castell, S. 36 119 demographics 8

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Denzin, N. K. 80 further research 88–89 depersonalization 194–195 resistance to 71 depoliticization of social movements sex/gender distinction 68 266–267 sport and 75, 82, 86–88 DeRoy, G. 298 theorising 69–73 developing world 46, 49, 56–58 EMILY’S List 302 Dewitte, S. 18 emotional labour 67 dialectical extremist analysis 134–135, employment 157–161, 162 Western demands for 66 difference 77–78 inYugoslavia 51, 52, 54–55 digital technologies empowerment 81, 82, 87, 196–197 activism through 256–257 Entertainment Software Ratings Board identities 102 (ESRB) 29 dildos, male anxiety around 151–153 entrepreneurs 56–57 discourse and embodiment 71 envious stereotypes 14, 15 disidentification 262–263 equality/inequality Dixon, K. 256 discourse and 189 Dobscha, S. 156, 235–236, 240, 241 in Eastern Europe 45–46, 51, 53–54 domesticity 45–46, 65–66, 223–224 feminism 233 domestic violence 45–46, 53 gender relations 121–122, 194–195 Dominican Republic 57, 128–129 Sweden 222–223 “double sex standard” 119, 143–144, erotic boutiques 124, 127, 159 149, 156, 158 erotic consumption Dove’s “Campaign for Real Beauty” around the world 126–129 196, 197 contradictions and resistance to dreadlocks 304 143–145 Drenten, J. 34, 36 data and interpretation 134–143 Drugarica žena-žensko pitanje: novi debunking the patriarchal myth pristup? conference 45, 51–52, 157–161 53 discussion of results 154–157 Duker, J. M. 12 feminist resistance to 145–149 future research 163–164 eating disorders 72, 80, 106 masculine resistance to 149–154, ecofeminism 238–243 Edenheim, S. 245 155, 156–157 edgework 85 overview 117–118 education 51, 65 researching sensitive topics 131–133 Edwards, D. 302–303, 305–308 research overview 118–119, Eichert, C. A. 285, 286 129–131 Elementary (TV series) 238 sexuality and 119 Elias, N. 77 escapism 38, 178 Elliott, R. 219 European Union migration 59 Elsbach, K. D. 260–261 Evans,A. 81 embodiment evidence-based intervention studies civility and 77 199–200 concept of 63 “expert” readings of texts 242 consumption and 79 extremist research 135, 157–158

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Index 319

Falk, E. 295 Figueiredo, B. 281–282 family 121 Fiji 83 fashion film characters 133–134 blogging 104 Finland 127 body image 78 first wave feminism 63–65, 234, 253 fat acceptance 90, 106–107, 108–109 Fischer, E. 193, 197–198, 235–236, 246 fatherhood 78–79, 219–225 Fiske, S. T. 14–15 Fat is a Feminist Issue 72 Fitchett, J. 263 fattism 309–310 fitness communities 106, 107–108 femininity fitspiration 107–108 hegemonic masculinity and 74 food consumption 243 Lacanian psychology 76–77 football 82–85 physical activity and 91 sexiness 81 Foucault, M. 70–71, 77 sport and 75, 76, 83 fourth wave feminism 234, 255 feminisms Fox, J. 31 activism 256–257 France 83 backlash against 67 French Feminists 77 the body and 63–64 Freyre, G. 120, 158 cultural feminism 47–48 Friedan, B. 45, 65–66, 244 disidentification from 262–263 From Barbie to Mortal Kombat: Gender in Eastern Europe 45–46, 50–56 and Computer Games 30 ecofeminism 238–243 fundraising in political marketing expanding subjectivities 257–260 305–306 feminist waves 234, 252–255 Funk, N. 53, 54–55 fragmentation of 265 Furnham,A. 9 future research 265–267 Furtado, Karina 124 global 46 identification 260–262 Gaard, G. 239 intersectionality 243–247 gamer culture 37–39 in marketing 190 GamerGate 37 marketing research 183 gamification 36 materialist 169–170 gaming neutral identification 264–265 barriers to research 37–40 overview 247 gendered marketing 33–35 poststructuralist 235–238 gendered representations and lived principles 230–234 experiences 31–33 research perspectives 229–230 history 28–30 rhetorical 169–170 shopping experience 34–35 schitzo-identification 263–264 systemic, structural and cultural feminist publics 259 aspects 35–37 Fennell, D. 243 Garst, J. 12, 18 Fifty Shades trilogy Gatens,A. 72 female readers of 169 gay-friendly advertising 279 identification, imagination and gay men escapism 176–178 in advertising 279 researching readers 174–176 consumer behaviour 279, 282 responses to 178–184 as focus of LGBTQ+ research 282

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“post-gay” narratives 283–285 genderqueer people see LGBTQ+ see also LGBTQ+ people people gay rights organizations 275–276 gender roles gay-vague advertising 278, 280 in advertising 9–13 gaze erotic consumption 156–157 inversion of 81 gaming and 29 masculinities and 74, 219 reading of 181–182 women’s bodies 79–82, 88–89, 170 sexual activity and 119 gender shopping experience 34 in academia 202 technologies and 28 as binary/non-binary 8, 212–214, gender studies 239–240 in academia 202 concealment of 32–33, 35 conceptions of 201–202 how and why 199–200 construction of 214, 235 TCR and 195 cultural understandings 234 transformative consumer research differences and similarities 35 (TCR) and 188–190 fluidity of 31–32, 35, 111 transnational perspectives 47–50 how studied 199–200 Gentry, J. 221, 223 mainstreaming 54 Ger, G. 281 as performative 202, 214, 236–237 Geuens, M. 18, 282 primacy of 197–199 Ghaziani,A. 275–276, 283 race and 299–302 Gill, R. 81, 215–216, 218, 258 representations in gaming 31–33 Ginder, W. 273, 277–278 resignifications in media/film 238 global “sisterhood” perspectives 47–48, sex and 40, 68–69 50 as social construct 102, 188–189 Goffman, E. 9, 80, 219 traditional/non-traditional portrayals Gökariksel, B. 258 11–13 Goldman, R. 254 as transformative 188–190 Gómez Cruz 80 within transformative consumer Gopaldas,A. 246, 298 research (TCR) 190–193, Gould, S. 126 197–198 Gramsci,A. 83 gender justice 57–58, 187, 190–195, Grau, S. L. 10 198–199, 203 #GraySweatpantsChallenge 110 gender neutrality 222 Gregori, M. F. 158 gender norms Grewal, I. 48 in advertising 279 “griefing” 31–32 childcare 222–223 Grimwood, B. S. R. 243 cultural understandings 36, 234 Grosz 71 feminist challenges 258 Grosz, E. 72 intersectionality and 283 group identity 104, 105–107 maintenance of 35–36, 237 Guattari, F. 80 marketing’s role in challenging 196 Gurrieri, L. 171–172 masculinity and 217, 219, 221 gynocentric texts 174–175 media and 147 sex toys and 143 hacking 39–40 social media 103–105 Hair Nah! 32

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Index 321

Hamilton, K. 79 feminism disidentification 262–263 Hargreaves, J. 76 feminism neutral identification Harris, K. 302–303, 308–309 264–265 Harrison, R. 34, 36, 221 feminism schitzo-identification hashtags 263–264 the body and 101 modes of 260–261, 266 feminisms 256 through body-related hashtags future research 110–111 105–107 gendered reactions to 110 through digital technologies 102 practices and purpose 105–109 identities gender and 122 Haytko, D. L. 78 masking of 32–33 Hearn, J. 230, 247 performance and 101–102 hegemonic masculinity 73–74, 76 politics of 307 Hein, W. 57–58, 230, 247 sexualised self-presentation 81 Henwood, K. 215–216, 218 sexuality, consumption and 118 Herbenick, D. 126 ideological edgework 238 Herron, M. 298 “imaginary body” 72 “heteroflexibility” 285 ImplicitAssociations Test (IAT)18 heteronormative social order 237 implicit social cognition 8 “heterosexual hegemony” 237 independence 52 Hewer, P.79 inequality see equality/inequality Hewitt, N. A. 252 Infanger, M. 17 hijabs 301 injustices Hill, R. P.194–195 gender lens 198–199 Hirschfield, Magnus 275–276 intersectionality 193–195 Hirschman, E. C. 78, 235, 242 Transformative Gender Justice Hochschild,A. 67 Framework (TGJF) 190–192 Hogg, M. K. 171 Insider’s perspectives 202 Hollows, J. 255, 259 institutional forces 194 Holt, D. B. 216, 246 interdisciplinary studies 285 home/housework 45–46, 67, 91 International Game Developers homosexuality Association 37 decriminalization 276 Internet early studies 275 gaming 29–30 hooks, b. 244, 297 protest and activism 256 households 198 intersectionality Høyer, O. I. 264 coded bodies and 200 Hsieh, M. H. 281 cultural feminism and 48, 50 Huff,A. D. 127 feminisms 243–247, 257–258 hunger strikes 64–65 future research 246–247 Huyssen,A. 168, 171 injustices 193–195 “hysteria” 125, 147 LGBTQ+ consumer research 280 masculinities and 224–225 identification political marketing research 296 with book/film characters 133–134, second wave feminism 67 176–178 sexuality 274, 283 feminism 261–262 theoretical understanding 297–298

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third wave feminism 254 geography of studies 280, 281–282 video games 34–35 history of identities 275–277 interviews 130–133 marketplaces 276–277 Italy 50 terminology 275, 287 Iyer, E. 12 Littlefield, J. 243 Llicic, J. 13 Jaffe, L. J. 12 Lobban, R. 18 Järvinen, E. 127 Long, G. 171 Jeffreys, S. 258 Loomis, M. 87 Jenkins, H. 30 Lucas, K. 40 Jenson, J. 36 Johansson, T. 224–225 Maclaran, P.80, 156, 238, 241–243 Joy,A. 78, 79, 235 macro-level research 36 mainstream appearances 301–302 Kaba,A. J. 306–307 Mak, T. 9 Kahn, K. F. 295 Malina, D. 127 Kaplan, C. 48 Malloy, Sheila 299 Kaplan, S. J. 33 Malone, C. 14–15 Karababa, E. 281 man-of-action heroes 78, 216 Kates, S. M. 224, 279, 282 marginalized genders/identities 199, Kearney, M. 241–243 281, 283–284 Kervyn, N. 14–15 Mariampolski, H. 132–133 Kilbourne, J. 170–171 marketing Kissinger, C. 237 anti-ecological practices 240–241 Kleinberg, M. S. 298 challenging heteronormativity 196 Klinth, R. 224–225 contemporary gender themes Kreiner, G. E. 263 195–197 Kulczynski,A. 13 feminist critiques 235–236 intersectionality 298 Lambert,A. 263 of video games 33–35 language women in 171 the body and 76–78, 110 marketplaces femininity and 76–77 the body and 78–79 gender relations 122 feminisms and 252–255 political marketing 303–305 LGBTQ+ consumers 277 poststructuralism 235 role in changing injustices 190 Laos 56–57 viability of gay and lesbian 278 Lean In 90 marriage 119 Least Developed Nations (LDNs) see masculinist biases 34, 229, 242, 294 developing world masculinity Lee, R. 131 appearance and 216–218 lesbian women 279 becoming male and 212–214 LGBTQ+ people construction of 211 conceptions of gender 201 consumption and 211–212, 215–216 consumer research and 273–275, fatherhood in Sweden 219–224 277–281 future research 224–225 future research 281–287 geek 37

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Index 323

hegemonic 73–74, 76 Munford, R. 179 reinforcement of 33–34 Munro, E. 256 representations of 31, 196, 218–219 musicians 237–238 sex toys and 149–152 sport and 75, 82 Nagpal,A. 258 Massanari,A. 37 National Geographic 196 masturbation 143, 145 nature 238–241, 243 materiality Near, C. E. 33–34 the body and 73 neoliberalism 54, 258–259 material-discursive feminism 189 netnographic data collection 39 perspectives on agency 169–170 neutral identification 264–265 sexuality and 285–286 New Bikers 216 taboos and 153 Mattoni,A. 256 Nintendo DS/Nintendo Wii 35 Maussami, B. 80 Nölke,A. 263 McAlexander, J. H. 216, 254 Norris, M. L. 106 McArthur, L. Z. 9, 11 Novosel, Leinert 52 McCall, L. 194 McDonagh, P.241 objectification McLean, C. 215–216, 218 effectiveness of 172–174, 182–183 McRobbie,A. 81, 258 empowerment or 81 Meades,A. F. 39 erotic products and 156 media feminist perspectives on 169–172 coverage of political campaigns gaming 31, 33–34 295–296 marketplaces and 78 the gaze and 80 reading strategies 178–181 gender representations 31–33, 195 social media 108 non-heterosexual people 277, 278 O’Donohoe, S. 172, 173–174, 180, 265 reinforcing gender norms 147 old boys’club 302, 307–308 representations 196–197 online communities 39 societal shifts and 196–197 online harassment 32, 36–37 medical discourses 67–68 Orbach, S. 72, 89 men, portrayed in advertising 9, 12–13 Orgad, S. 258 Merleau-Ponty, M. 72, 79, 89 organizational disidentification #MeToo movement 196–197, 199 262–263 Mick, D. 186 organizational identification 260–261 micro-finance 56–57 orgasms 125, 155–157 migration 50, 52–53, 59 Östberg, J. 151–152, 217 Miller, D. 134–135, 157, 158–159 otherness 263, 301, 305 Milner, L. 12 Otnes, C. 238 mind/body relationship 70–71 Ourahmoune, N. 128–129 model minorities 304–305 Our Bodies Ourselves 66 Modleski, T. 179 out-of-closet advertising 278–279 Moisio, R. 223 Owens, E. 131 moral standards 143–144 Ozanne, J. L. 197–198, 240, 241 motherhood 50, 53, 54–55, 68–69, 91 Muehlenhard, C. L. 35 Paddock, J. R. 243 Mulvey,L.79 parental leave

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gender injustices 192–193 politics Sweden 211–212, 221–224 black women in 299–302 Parker, B. T. 298 feminisms and 267 Parker, R. G. 121–122, 149, 153, 158 women’s involvement in 52, 54–55, participant observation 39–40, 130 65–66 participation in activism 257 porn 180–181, 182 participatory action research 199–200 pornography 123, 126 particularity 135, 159–160, 164–165 postfeminism see third wave feminism party support 306–308 “post-gay” narratives 283–285 paternalistic stereotypes 14, 15 post-socialist spaces patriarchy history 45–46 concept of 66 history of feminist thought 50–56 family structures 121 feminism and 233–234 in transnational research 48–49 Patterson, M. 219 poststructuralism Patterson, T. E. 295–296 feminisms 235–238 Pecotich,A. 56–57 gender theories 213–214 Peñaloza, L. 279 perspectives on agency 169–170 Pendarvis, N. 34, 36 power penile size 151–152 in gaming community 36 Pepsi 256 resistance to 71 performativity in socialist/post-socialist spaces the body and 77, 89 49 gender 102, 202, 214, 236–237 sources of 67 sexiness 81 Prasad,A. 246 social media 101–103 private spheres 52–53 Perrin, P. B. 173 privatization 54, 59 personal brands 255 privilege 193, 245–246 PETA 243 production 236 PewDiePie 32 projective techniques 130–134 physicality 75–76, 79 prosumption 130, 158 physical mastery 71, 76, 86–88 protest “pinkwashing” 197 body images 109 Pittard, C. 15–16 hashtags 108–109 Pixel, M. 32 Prothero,A. 241 Plumwood,V.239–241, 242 psychology plus size women 78, 106–107, advertising 14–16 108–109 of the body 72 political marketing psychographics 8, 16–18 fundraising 305–306 publics 259 gender 294–296 Pulse nightclub attack 284 intersectionality 294–295, 297–298 language and appearance 303–305 queer consumers 285 overview 294–295 see also LGBTQ+ people party support 306–308 queer theory 189 race and gender overview 300–302, 308–310 race research methodology 299–300 feminism and 244–245

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Index 325

in game development 37 Saatcioglu, B. 298 gender and 299–302 sampling 39, 130, 199 whitewashing 296 Sanchez, L. 302, 307 Radway, J. 178 Sandberg, S. 90 rape 54, 173 Sanders, B. 295 reader-response theory 279 Sayre, S. 131, 132 readers Scammell, M. 298 critical thinking of 173–174, 183 Scattered Hegemonies: Postmodernity identification with characters and Transnational Feminist 176–178 Practices 48 schitzo-identification 263–264 reading strategies 176, 178–181 Schmidt, R. A. 127 women as 168 Schouten, J. W. 78, 129, 216 rebels 215–216 Schroeder, J. E. 79–80, 219, 255 reception interviews 175 Scott, L. 172, 174 recognition theory 190–191, 192 Scott, R. 79 Reddit 37 “Screenwriter” exercise 131, 133 regendering in media/film 238 Sczesny, S. 17 relevance principle 16, 21 The Second Sex 67 Renzetti, C. 131 second wave feminism 45, 65–68, 234, reproduction 66, 68–69 253 “Researcher” exercise 131, 134 Segerberg,A. 259 research methodology self consumer-response studies 174–176 creation of 68 data interpretation 134–135 in digital world 102 ecological consumers 241 masculinity and 217 gamer culture 37–39 mutual or individualistic 241 how we study gender 199–200 self-esteem 80 intersectionality in political self-management 52 marketing 298–299 self-representation reception interviews 169 affect 80–81 sampling 199 beauty standards 104 gender and 111 sensitive topics 131–134 in social media 101–103 Resko, B. G. 9, 11 self-sufficiency of women 143–144, rhetoric 169–170 148, 153, 155, 156–157 Richardson, W. 286 self-surveillance 70–71 rights of women 46, 50–51, 52, 53–54 sensitive topics of research 118, Riley, S. 81 131–134 Rinallo, D. 217, 280, 281 sex rock climbing 85–88 as binary/non-binary 201–202 Roesch, S. 132 conceptions of 201–202 roller-derby 85 definition 234 Rome,A. S. 263–264 gender and 40, 68–69 Rothschild, D. M. 295 “Sex and the City” 146, 147, 155 Rowe, D. 282, 284–285 sex lives Ruether, R. R. 239–240 Fifty Shades trilogy 180–181, 182, rugby 83 183

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marriage and 119 social connectedness 107 sex toys and 145–149 social desirability 18–19 sexology 275–276 social ecofeminism 239 sex shops social justice theory 190, 191 around the world 127–278 social media attitudes towards 153–154 body-related hashtags 105–109 clientele 117, 123 gender norms 103–105 history of 123–124 gender performance 102–103 sex tourism 57, 128–129 #MeToo 197, 199 sex toys protest and activism 256 social sanctions and 148 self-representation and 101–102, taboos around 127, 158 258–259 use and attitudes towards 143–144, social sanctions in 148 145–148 social movements use of 126–127 as change agents 199 sexual interaction and consumption, fragmentation of 265–267 consumption and 117–118 social psychology 14–16 sexuality social sanctions 148, 160 attitudes to women’s 128–129, software modification 39–40 144–145, 178–179 space and the body 200–201 in Brazil 120–122 Špehar,A. 54 consumer bodies and 201 Spinoza, B. 72, 80 consumer research 274 “spinsters” 148, 160 consumption and 126 sport erotic consumption and 128–129 the body and 73, 74–76, 82–88 historically shaped 275 embodiment and 82 identities and practices 281, 283, 285 women in 82–83 intersectionality 283 Sredl, K. 54 physicality and 75–76 Stalsburg, B. L. 298 as shifting cultural category 120 standpoint theory 67, 189 in video games 31 state policy see also LGBTQ+ people consumer identity and 220, 221–222, sexualized characters 31, 33–34 224 sexual organs 122 gender injustices 192–193 Sh! 127 need for gender focus 198–199 shame 158 stealth vibrators 159 Shankar,A. 79, 81 Steinfeld, L. 192 Shaw,A. 35–36 Stereotype Content Model 8, 14, 16 Sherry 40 stereotypes Sherry, J. F. 79 acceptance and 279 shopping experience 34–35 in advertising 10, 11–13, 14, 20–21 Shultz, C. J. 56–57 “Angry Black Woman” 303–304, single fathers 221 305, 309 Sisterhood Is Global 47 “Black Lady” 303, 309 situation 86 disidentification from 262–263 Skeggs, B. 264 “Mammy” 309–310 slacktivism 109, 257 masculinity and 219 Smith, S. 258 responses to 172

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Index 327

self-representation and 103, 104 social media 107, 109 social media as reinforcing 107–108 see also LGBTQ+ people in video games 31, 33–34 transformative consumer research Stereotype Threat Theory 8, 20, 21–22 (TCR) Stern, B. B. 172, 236 contemporary gender themes Stevens, L. 80, 156, 241–243 193–195 Stonewall Riots (1969) 276–277 gender studies and 188–190 The Story of O 180 gender within 190–193 subcultures marketing and 195–202 consumption in 279–280 overview 57–58, 186–188 within feminisms 254–255, 259 transnational perspectives 57–58 gaming 28, 29 video game marketing 34–35 textual analysis of 37–38 Transformative Gender Justice Suchland, J. 48 Framework (TGJF) 57–58, 187, suffragettes 64–65 190–193, 203 Sutter, M. 173 transnational research Sweden 211–212, 219–224 on the developing world 57–58 future research 58–60 taboos gender studies 47–50 advertising 82 introduction to 45–47 changing 126–127 Tricase, L. 31 erotic consumption 153, 158 trolling 31–32, 36–37, 257 technologies 28 Trump, D. 296 TeenVogue 196 Tucker,L.R.J.12 textual analysis 37–38, 39 Tucker, S. 31–32 Thailand 281 Tuncay, L. 216–218 thematic analysis 176 Turkey 281 thinness 89–90 “thinspiration” 106 Uhse, B. 123 third gender 213, 234 UnderArmour’s “I Will What I Want” third wave feminism 81, 90, 195, 234, campaign 196 244, 254 United Kingdom 127 Third World 46, 49, 56–58 United Nations 48, 49 Thomas, D. 160 United States 83, 126–127, 276–277 Thomas, W. I. 160 universality 135, 157–158, 164–165 Thompson, C. J. 78, 79, 85, 216, 221, urban areas 280–282 238, 246, 265 Üstüner, T. 79, 85, 238 Tiidenberg, K. 80 Time’s Up movement 197 Vance,K. 173 tourism Vandecasteele,B. 282 ecofeminism and 243 Van Hollen, Chris 302, 305, 307 erotic consumption 57, 128–129 Vantomme,D. 18 trans* people Venkatesh,A. 78, 235 in advertising 279 vibrators feminisms 258 attitudes towards 143–147, 149 gaming 33 history 125–126 representations of 196 marketing 148

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Columns Design XML Ltd / Job: Dobscha-Handbook_of_research_on_gender_and_marketing / Division: Index /Pg. Position: 13 / Date: 24/1 JOBNAME: EE1 Dobscha PAGE: 14 SESS: 6 OUTPUT: Thu Jan 24 14:53:15 2019

328 Handbook of research on gender and marketing

masculine resistance to 149–151, whore/virgin dichotomy 122, 153 155, 156–157 Williamson, J. 169–170 as perceived threat to men 158–163 Wilner, S. J. S. 127 use of 126–127 women video-elicitation 130, 131–134 as commodities 194–195 video gaming see gaming as game developers 37 Vietnam 56–57 in gaming 28–30, 31–33 violence physical ability 65 in video games 31 portrayal in advertising 9, 11–12, against women 171, 172 33–35 virgin/whore dichotomy 122, 153 “WomenAgainst Feminism” 263 Visconti, L. M. 280, 281 women-only sex shops 124, 127, 159 Visser, G. 281 VolatileBodies 72 Women’s Marches 258 Volonte,P.90 Woodard, D. 246 voting rights 65 Wu,S.L.281 vulnerability 195 Yeatman,A. 257, 258 Wallendorf, M. 246 Yeh, M. A. 194–195 Walther, L. 129 Yudina,O. 243 Ward, J. 285 Yugoslavia warmth 14, 15–16 feminist thought 50–56 Wasa 219–220 history 45–46 Watts, D. J. 295 migration from 59 waves of feminism 234, 252–255 women’s rights 50–51 Wearing, B. 91 Wechie, T. 247 Zayer, L. T. 143, 160 weight 309–310 Zotos,Y. C. 10 Whipple, T. W. 12 Zwick, D. 219

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