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De l'intérêt de mobiliser en marketing le genre multifactoriel et sa mesure

Author

Listed:
  • Isabelle Ulrich

    (Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School)

  • Elisabeth Tissier-Desbordes

Abstract

Cet article souligne l'intérêt du genre et de sa mesure pour éclairer les problématiques marketing. Les auteurs montrent que la mesure du genre a évolué vers une approche multifactorielle comprenant trois facteurs principaux : cognitif (dont l'identité de genre), affectif et comportemental. Le genre apporte une valeur explicative complémentaire au sexe, de préférence quand la mesure est multifactorielle. Les auteurs explicitent également quand et comment utiliser le genre et sa mesure, identifiant les situations dans lesquelles il est pertinent d'employer ce concept, en distinguant contextes biologiques, sociaux, culturels et situationnels.

Suggested Citation

  • Isabelle Ulrich & Elisabeth Tissier-Desbordes, 2013. "De l'intérêt de mobiliser en marketing le genre multifactoriel et sa mesure," Post-Print hal-00914926, HAL.
    • Handle: RePEc:hal:journl:hal-00914926
    DOI: 10.1177/0767370113480323
    as

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    Cited by:

    1. Alicia Lefrançois & Sophie Changeur, 2021. "Conceptualizing The Transgression Of Gender Norms In Consumption : Multimodal Critical Analysis Of French Hetero-Masculinities’ Representations And Gender Roles [Vers une conceptualisation de la tr," Post-Print hal-03643690, HAL.

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