Introduction to the special issue on gender impacts: consumption, markets, marketing, and marketing organisations

Dobscha, Susan; Östberg, Jacob

doi:10.1080/0267257x.2021.1880163

Cited by 10 publications

(13 citation statements)

References 15 publications

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“…In summary, the future of gender research will bring a richer, more nuanced understanding of gender as it relates to marketing, advertising, and consumer research while building on the breadth and depth of important prior scholarship, which draws from multiple, interdisciplinary areas. The recent resurgence of interest in popular culture, politics, business, and academia with regard to gender (e.g., see recent special issues in the Journal of Macromarketing edited by Guerri et al, 2020, and in the Journal of Marketing Management edited by Dobscha & Östberg, 2021) holds promise for further research in this area-one that scholars are hopeful will also bring about positive social change in society.…”

Section: Discussionmentioning

confidence: 99%

Gender research in marketing, consumer behavior, advertising, and beyond: Past, present, and future.

Zayer¹,

Pounders²

2022

APA Handbook of Consumer Psychology.

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Gender has captured the attention of the masses at an unprecedented rate over the past few years, including taking center stage amid the recent social upheaval (Coleman et al., 2021). This chapter provides an overview of gender scholarship as it relates to marketing, consumer behavior, advertising, and beyond. The discussion traces its roots from related disciplines; discusses seminal works; illustrates its progression over the years, including the cultural turn; and identifies current and emerging topics.

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Section: Discussionmentioning

confidence: 99%

Gender research in marketing, consumer behavior, advertising, and beyond: Past, present, and future.

Zayer¹,

Pounders²

2022

APA Handbook of Consumer Psychology.

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“…Gender effects have been examined in a wide range of contexts including communication [ 1 – 10 ]. Past studies demonstrated that gendered content of advertisements, including wording and endorser’s gender, may often influence responses to communication among men and women in a different way [ 11 – 14 ].…”

Section: Introductionmentioning

confidence: 99%

Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK

Baxter

Czarnecka²,

Schivinski³

et al. 2022

PLoS ONE

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Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser’s gender on the effectiveness of leaflets promoting walking. In Study 1, a mall-intercept study achieved 247 completed questionnaires. Results demonstrated that men and women indicated the highest behavioural intentions for communal wording presented by a male endorser. However, pairwise comparisons revealed that when the wording of the advert was agentic and the endorser was male, males indicated significantly higher scores of behavioural intentions compared with females. Attitude towards the ad for women was highest for communal wording/female endorser; for men it was for agentic wording/male endorser. In Study 2, consumers’ views towards the gendered content were explored in 20 semi-structured interviews. In study 3 we examined the impact of the respondent’s gender role identity on gendered content effectiveness. Overall, when controlled for level of gender role identity, only masculine males evaluated leaflets featuring communal wording negatively which suggests that wording matters only for masculine males, but not for other men and women. Theoretically, we identified that gender-based message-respondent congruence is not a necessary aspect of communications to be effective, except for one group: masculine males. Our study identified dominant gender role identity as a factor that explained respondents’ preferences for presented stimuli. Specifically, males who display masculine gender role identity differ in evaluations of communal wording from all other groups. Social and commercial marketers who target men and women with exercise-related services should consider the use of agentic wording endorsed by a male endorser when targeting masculine men to increase the likelihood of eliciting positive attitudes towards the communication. However, such distinctions should not be associated with differences in women’s evaluations or men who do not report masculine gender role identity.

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“…It is important to note that in this commentary, we focus on the gender binary of male/female sex categories but recognise that ‘conceptual blind spots’ can occur when framing gender in limited ways (Dobscha & Ostberg, 2021, p. 183). Therefore, we acknowledge that as a team of white, cisgender, heterosexual women, albeit of different nationalities and work–life experiences and at differing points in our academic careers, our experiences and observations reflect a particular perspective.…”

Section: Introductionmentioning

confidence: 99%

“…Gender in equity in academia is systematic, systemic and structural (Prothero & Tadajewski, 2021; Zietsma, 2021), with efforts to improve it respectively called ‘performative allyship’ (Green & Barbara, 1997). This performance, in which non-marginalised groups profess ‘support and solidarity with a marginalized group, but in a way that is not helpful’ (Kalina, 2020, p. 478), is ‘more talk than action’ (Khan et al, 2019, p. 594), or reduced to a ‘box that needs to be checked’ (Dobscha & Ostberg, 2021, p. 181). Defined as equal opportunities and equal constraints experienced by people of all genders (Bailyn, 2003), gender equity remains elusive in the marketing academy, despite a significant body of research and a mountain of good intentions (Prothero & McDonagh, 2021).…”

Section: Introductionmentioning

confidence: 99%

Gender Equity in the Marketing Academy: From Performative to Institutional Allyship

Dobele

Ferguson

Hartman

et al. 2021

Australasian Marketing Journal

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The fair treatment of women in the workplace, where they experience both opportunities and constraints, has been on and off higher education agendas for decades. Yet, institutionalised gendered constraints still shape the careers of female academics, including those in the marketing academy, resulting in disrupted or obstacle-heavy career journeys and the underrepresentation of women in senior positions. Furthermore, progress towards gender equity is hampered by institutional resistance to change, favouring performative rather than genuine and transformational institutional allyship. We draw upon personal experiences, recollections and anecdotes garnered over the years – synthesised with literature – to examine systemic gendered constraints within our collective career span. We propose institutional allyship as the intentional efforts needed by the marketing academy to address systemic and structural gender inequities and achieve second-order change by integrating gender equity outcomes throughout organisational decision-making. Specifically, we suggest nominated actions within a Gender Equity and Inclusion Charter for the Australian and New Zealand Marketing Academy (ANZMAC) and its member universities as a first step.

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Introduction to the special issue on gender impacts: consumption, markets, marketing, and marketing organisations

Cited by 10 publications

References 15 publications

Gender research in marketing, consumer behavior, advertising, and beyond: Past, present, and future.

Gender research in marketing, consumer behavior, advertising, and beyond: Past, present, and future.

Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK

Gender Equity in the Marketing Academy: From Performative to Institutional Allyship

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