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Gender marketing
[Marketing de genre]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Kévin Bideaux, 2023. "Gender marketing [Marketing de genre]," Post-Print hal-04543679, HAL.
    • Handle: RePEc:hal:journl:hal-04543679
    Note: View the original document on HAL open archive server: https://hal.science/hal-04543679
    as

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    File URL: https://hal.science/hal-04543679/document
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