Where spirituality and religion meet gender and sexuality: Towards a research agenda for intersectional marketing theory

Diego Rinallo, Jannsen Santana, Maria Carolina Zanette, Samuelson Appau, Jack Coffin, Giana M. Eckhardt, Christian A. Eichert, Katharina C. Husemann, Richard Kedzior, Mona Moufahim, Victoria Rodner, Lorna Stevens

Research output: Contribution to journalComment/debatepeer-review

3 Citations (SciVal)
4 Downloads (Pure)

Abstract

During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.

Original languageEnglish
Number of pages12
JournalMarketing Theory
Early online date31 Jan 2023
DOIs
Publication statusE-pub ahead of print - 31 Jan 2023

Bibliographical note

Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.

Keywords

  • Gender
  • intersectionality
  • positionality
  • reflexivity
  • religion
  • sexuality
  • spirituality

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'Where spirituality and religion meet gender and sexuality: Towards a research agenda for intersectional marketing theory'. Together they form a unique fingerprint.

Cite this