The transformative potential of feminist critique in consumer research

Miriam Catterall, Pauline Maclaran, Lorna Stevens

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behavior theory. However, in recent years, critical, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion, we suggest that feminist perspectives, notably materialist feminism, may open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behavior.

Original languageEnglish
Pages (from-to)222-226
Number of pages5
JournalAdvances in Consumer Research
Volume33
Publication statusPublished - 2006

ASJC Scopus subject areas

  • Marketing
  • Economics and Econometrics
  • Applied Psychology

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