" But... I don't dress him with ruffles ": a qualitative research on mothers' cross-gender consumption for their son(s)

Isabelle Vidali and Abdelmajid Amine ()
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Isabelle Vidali: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Abdelmajid Amine: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: In a context of strong oppositions regarding gender issues in France and, for the last few years, a greater public attention to the issue of gendered marketing to children, this research aims at adding more understanding on the effects on mothers' consumption of gender norms conveyed in children's retail. Drawing from interviews conducted with mothers who self identify as " resistant to gender stereotypes " , this research tries to capture how these mothers go (or do not go) against gendered marketing for their sons.

Keywords: gendered marketing; Mothers’ cross gender consumption; children; gender norms; gender stereotypes; resistance (search for similar items in EconPapers)
Date: 2015-11-26
New Economics Papers: this item is included in nep-gen, nep-hme and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01403138v1
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Published in French-Austrian-German (FAG) Workshop on Consumer Behaviour, Nov 2015, Bayreuth, Germany

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01403138

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