Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption: Figure 1

Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

“…In the social sciences, it is accepted that a variety of masculinities now exist, such as Jocks to Sensitive New Men (Smiler 2004). Likewise, marketing research is revealing consumer masculinities that differ from the traditional norm (Holt and Thompson 2004;Patterson and Elliott 2002). These emerging masculinities have been recognized in the popular press with the term "metrosexual," to represent a $1.3 billion market of heterosexual men who use traditionally feminine products, such as facial moisturizers (Prior 2004).…”

How Can Consumer Research Contribute to Increased Understanding of Tourist Experiences? A Conceptual Review

“…For example, CCT research have pointed out how realities can be centered around Star Trek as a "religion" or myth (Kozinets, 2001), how consumers organize their lives and identities as Harley Davidson bikers (Schouten & McAlexander, 1995), how consumers enact fantasy experiences of a primitive mountain men (cowboy) reality (Belk & Costa, 1998), and how people construct multiple realities in dramatic fashion (e.g. car racing) structured by a masculine ideology (Holt & Thompson, 2004). All of these contexts could be compared with tourism, and it is thus reasonable to ask questions like: What is the role of tourist experiences in the multiple realities of people?…”

“…With Arnould and Thompson (2007) one may argue that the cultural turn initiated theoretical and empirical interest into topics such as ideological shaping of consumer identity (e.g. Belk & Costa, 1998;Holt & Thompson, 2004), structure-agency tensions during experiences (e.g. Kozinets, 2002;Peñaloza, 2001), glocalizaton in-between global flows and local shaping of consumption (e.g.…”

How Do Soap Operas Affect the Poor? Experiences of Turkish Women

“…According to GunduzHosgor and Smits (2008), the most important cultural factor that affects the gender roles and women's participation to work force in Turkey is the patriarchal ideology. The role of the breadwinner is still dominantly attributed to men (Holt and Thompson 2004) whereas the expected role of women in Turkish society is still that of the care giver. Even in the cases where our informants earned separate income, their jobs were undeclared and informal, with no insurance coverage.…”

“…Other studies show us that the effects of poverty are also gendered (e.g., Fukuda-Parr 1999;Gunduz-Hosgor and Smits 2008;Holt and Thompson 2004;Tarkowska 2002). The gendering of poverty is more evident in traditional communities where women have fewer educational opportunities that would allow them to pursue skilled work, and their social status (and thus their social mobility) is dependent on men.…”