Gendered scholarship
Exploring the Implications for Consumer Behaviour Research
Bibliographic Data
| ID | 6058321 |
|---|---|
| Authors | Payal Kumar (0000-0002-3222-6288, Xavier School of Management), Sanjeev Varshney (Xavier School of Management) |
| Year | 2012 |
| Volume | 31 |
| Issue | 7 |
| Pages | 612-632 |
| Publication date | 2012-09-14 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Equal Opportunities International (JOURNAL) |
| Journal identifiers | ISSN: 1758-7093 • E-ISSN: 2040-7149 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/02610151211263441 |
| OpenAlex | W1977634202 |
| Language | EN |
| References cited | 71 |
Purpose The purpose of this paper is to explore the possibility of whether more representation of gendered scholarship could enrich the traditional framework of consumer behaviour – a discipline that lacks consensus on epistemology and is also starved of theory building – by means of critical introspection leading to new managerial solutions, new methods and theory building. Design/methodology/approach The quantitative approach involved a content analysis of three leading journals in the consumer behaviour discipline from 2006 to 2010: the Journal of Consumer Research , the Journal of Consumer Psychology and the Journal of Consumer Affairs , in order to ascertain how much research represents a gendered perspective. The qualitative approach involved analyzing the papers from a gendered perspective, to see if the papers were more conceptual or based on applied research, and to gauge the type of methodologies used. Findings From 2006 to 2010 it was found that only an average of 2.4 per cent of 369 abstracts in JCR , 4 per cent of 224 abstracts in JCP and 5.8 per cent of 138 abstracts in JCA are from a gendered perspective. Approximately 25 per cent of the papers are steeped in applied research, while 75 per cent verify existing theories or expand to them. Research limitations/implications The authors’ qualitative analysis brings forward new results, namely that the very feministic perspective that has the potential to bring forth greater introspection in the consumer behavior research, namely feminist postmodernism, is in fact the least represented, with only one such paper out of 731, which is a possible wake‐up call for feminist scholars. The authors conclude that the scope of the traditional paradigm can be enlarged by gendered scholarship. Originality/value The paper represents a major effort to present the importance of including gendered perspective articles in marketing journals, to provide an analysis of the lack of a gendered perspective in papers published by three leading consumer‐based journals, and to determine whether a gendered perspective can enrich the traditional framework
Business · Consumer research · Epistemology · Introspection · Political science · Postmodernism · Qualitative research · Scholarship · Social science · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Law · Media, Gender, and Advertising · Wine Industry and Tourism · Marketing
Content analysis
Gender in Psychology
Toward a Conceptual Framework for Mixed-Method Evaluation Designs
Prospect Theory
Whose Science? Whose Knowledge?
Feminism and Psychoanalytic Theory
The measurement of psychological androgyny
Handbook of Gender Research in Psychology
Traditional Indian Personality Concepts and the Unrealised Potential for Paradigm Shift
Toward a Definition of Mixed Methods Research
The Power of Gender Perspectives
Understanding Reliability and Validity in Qualitative Research
Feminist Perspectives and the Struggle to Transform the Disciplines
Feminist Literary Criticism and the Deconstruction of Ads
Designing and Conducting Mixed Methods Research
Love and knowledge
Gender and Dichotomy
Changing Roles of Women-A Life-Style Analysis
Feminist Thought
A Longitudinal Study of Television Advertising Effects
What is Consumer Research
Ideology in Consumer Research, 1980 and 1990
What Consumer Research Is
The Experiential Aspects of Consumption
Chasing the Holy Grail
On Method in Consumer Research
Putting it into Practice
Feminist Theory and Sociology
Veiling in Style
Sex in Advertising
The Cultural Construction of Risk Understandings through Illness Narratives
Dominated Consumer Acculturation
Debiasing Insights from Process Tests
Positive and Negative Media Image Effects on the Self
Consumer Culture Theory (CCT)
The Mountain Man Myth
Identity, Ethnicity and Gender
| Citation velocity | historical |
|---|---|
| Highly cited | No |