Women are the world¿s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women¿s lives, bodies and work. This book examines the contradictions between women¿s everyday experiences and market representations.
Women are the world¿s most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal views that distort the reality of women¿s lives, bodies and work. This book examines the contradictions between women¿s everyday experiences and market representations.
Timothy de Waal Malefyt is a Clinical Professor of Marketing at the Gabelli School of Business, Fordham University, New York. A trained anthropologist, he has over 15 years of business experience working in advertising firms. Maryann McCabe is a Research Associate in the Department of Anthropology, University of Rochester, New York. She is Founder and Principal of Cultural Connections LLC, with over 20 years of consumer research experience.
Inhaltsangabe
Introduction: Women, paradox and consumption; Part I: Gender engagements, consumption interactions and marketplace ambiguities; 1. Women and chocolate: identity narratives of sensory and sensual enjoyment; 2. `Shapewear or nothing to wear : The ambiguity of shapewear in the plus-size fashion market; 3. Creating interactional alignment in call center customer care; 4. Financial technology and the gender gap: designing and delivering services for women; 5. Being connected: mobile phones in the lives of domestic workers in Mexico City; 6. Untangling women s braided relationships with music; Part II: Histories of gender imageries and practices in flux; 7. Women under control: advertising and the business of female health, 1890-1950; 8. Company uniforms and gender dynamics in the Japanese workplace; 9. Women s consumption of cosmetic products in China: between logistics, conflict and symbolism; 10. Shifts and paradoxes of gender over the course of a career; 11. Little luxuries: decency, deservingness, and delight
Introduction: Women, paradox and consumption; Part I: Gender engagements, consumption interactions and marketplace ambiguities; 1. Women and chocolate: identity narratives of sensory and sensual enjoyment; 2. `Shapewear or nothing to wear : The ambiguity of shapewear in the plus-size fashion market; 3. Creating interactional alignment in call center customer care; 4. Financial technology and the gender gap: designing and delivering services for women; 5. Being connected: mobile phones in the lives of domestic workers in Mexico City; 6. Untangling women s braided relationships with music; Part II: Histories of gender imageries and practices in flux; 7. Women under control: advertising and the business of female health, 1890-1950; 8. Company uniforms and gender dynamics in the Japanese workplace; 9. Women s consumption of cosmetic products in China: between logistics, conflict and symbolism; 10. Shifts and paradoxes of gender over the course of a career; 11. Little luxuries: decency, deservingness, and delight
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