Dream, love and cuteness: how markets fuel a diminishing « girl culture »

Eva Delacroix, Sarah Lasri and Florence Benoît-Moreau
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Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sarah Lasri: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This communication investigates the « girl culture », fuelled by the common practice of Gendered Segmentation on markets. Semantic and content analyses of two gender-segmented markets dedicated to children aged 6-8 years old (books and clothes) reveal the existence of a diminishing girl culture made of Cuteness, Dream and Love.

Date: 2021-10
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Published in 52nd Annual Conference of the Association for Consumer Research (ACR), Oct 2021, Seattle, United States. pp.424-425

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03967297

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