Introduction: theorising gender and gendering theory in marketing and consumer research

Zeynep Arsel, Kirsi Eräranta, Johanna Moisander
  • Journal of Marketing Management, September 2015, Taylor & Francis
  • DOI: 10.1080/0267257x.2015.1078396

What is the state-of-art in the field of gender, marketing and consumer behavior?

What is it about?

For this special issue, we invited contributions that draw on gender as a theoretical concept and work towards theorizing gender and gendering theory in the field of marketing and consumer research. The articles published in the special issue draw attention to the idea that gender is a cultural category that is underpinned by socially constructed and contested assumptions and norms about identity and sexuality. Connecting the study of marketing and consumer behavior to different theoretical perspectives on gender, the articles explore and critically examine the gendered nature and dimensions of contemporary marketplace activity.

Why is it important?

The articles of the special issue represent the state of art in the field of gender, marketing and consumer behavior. The special issue also contains comentaries from key scholars in the field.


Professor Johanna K. Moisander
Aalto University

The call for papers for this special issue was announced at the 12th Conference of Gender, Marketing and Consumer Behavior, which I co-chaired with Ilona Mikkonen in 2014.

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The following have contributed to this page: Professor Johanna K. Moisander