Gender marketing

Marketing de genre

Kévin Bideaux ()
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Kévin Bideaux: LEGS - Laboratoire d'Etudes de Genre et de Sexualité - UP8 - Université Paris 8 Vincennes-Saint-Denis - UPN - Université Paris Nanterre - CNRS - Centre National de la Recherche Scientifique

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Abstract: Gender marketing targets consumers according to their gendered identity, visually and symbolically translating gender stereotypes. Based on consumer sciences, this notice aims to explain how and why such a strategy is especially effective, by constructing a "gendered consumption" that would allow each person to construct their gendered identity through consumption.

Keywords: Gender marketing; marketing; gender; femininity; public; masculinity; consumption; Marketing de genre; genre; féminité; masculinité; consommation (search for similar items in EconPapers)
Date: 2023-11-23
Note: View the original document on HAL open archive server: https://hal.science/hal-04543679
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Published in Dictionnaire du genre en traduction, 2023, https://worldgender.cnrs.fr/notices/marketing-de-genre/

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