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Author: Athanasia Daskalopoulou Publisher: Taylor & Francis ISBN: 104010648X Category : Business & Economics Languages : en Pages : 237
Book Description
This volume provides an in-depth examination of the role of sexuality in consumers’ life course and in the marketing of products and services. Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumer research field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body. This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.
Author: Athanasia Daskalopoulou Publisher: Taylor & Francis ISBN: 104010648X Category : Business & Economics Languages : en Pages : 237
Book Description
This volume provides an in-depth examination of the role of sexuality in consumers’ life course and in the marketing of products and services. Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumer research field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body. This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.
Author: Athanasia Daskalopoulou Publisher: Taylor & Francis ISBN: 1040106412 Category : Business & Economics Languages : en Pages : 253
Book Description
This volume provides an in-depth examination of the role of sexuality in consumers’ life course and in the marketing of products and services. Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumer research field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body. This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.
Author: Cele C. Otnes Publisher: Taylor & Francis ISBN: 1136463488 Category : Business & Economics Languages : en Pages : 484
Book Description
This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women’s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.
Author: Tom Reichert Publisher: Routledge ISBN: 1135638217 Category : Business & Economics Languages : en Pages : 307
Book Description
A volume of scholarly research & viewpoints on how sexual appeals function in the current advertising environment. Offers answers as to why the use of sex is so prevalent. For scholars & students in advertising, media studies, mass comm, rhetoric.
Author: Geoffrey Miller Publisher: Penguin ISBN: 9780670020621 Category : Business & Economics Languages : en Pages : 388
Book Description
Explores how evolutionary psychology has begun to identify the prehistoric origins of human behavior and discusses how those discoveries have influenced the way consumer spending is viewed and controlled by companies, retailers, and marketers.
Author: Susan Dobscha Publisher: Edward Elgar Publishing ISBN: 1788115384 Category : Languages : en Pages : 352
Book Description
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Author: Grant Lukenbill Publisher: Routledge ISBN: 1317706013 Category : Business & Economics Languages : en Pages : 235
Book Description
The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you’ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR’s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You’ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to alleviate stress reserving a post script in your direct marketing letter to remind consumers of your company’s domestic partner benefits or if you support a particular gay/lesbian interest organizationUntold Millions contains advice on several other topics, such as corporate legal issues, public information trends and analysis, and changes in gay and lesbian communities to give familiarize you with your target audience. With Untold Millions, you’ll be able to develop appealing marketing or advertising campaigns that will satisfy the highly profitable and emerging gay and lesbian consumer market.
Author: Mario Keller Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110747677 Category : Business & Economics Languages : en Pages : 247
Book Description
In western societies today, it goes almost without saying that sex and consumption are closely related. On the one hand, there is a plethora of commercial goods and services that shape sexual desires, and practices. On the other, there are scarcely any products or services that do not lend themselves to sexually charged advertising and mass media communication. This volume focuses on forms of hybridization of these equally suggestive notions.
Author: Tom Reichert Publisher: Routledge ISBN: 1136777008 Category : Business & Economics Languages : en Pages : 283
Book Description
The latest scholarship on one of today’s most pressing issues Today, it is obvious that sexual content is a prevalent aspect of the media and that the intensity of this content has increased in recent years. Less obvious, however, are the direct effects the strategic use of sexual content has on audiences. Investigating the Use of Sex in Media Promotion and Advertising presents the latest scholarship on the role of sex in the most common media outlets—television programming, radio “shock jocks,” music videos, magazines, and advertising. The eye-opening contributions from over a dozen recognized experts in the field provide useful empirical evidence on media-conveyed sexual stimuli and look toward moving the public dialogue on sex in the media further along. Often, opinions regarding sex in the media have little or no scientific grounding and even when scientific-grounded arguments are offered, they suffer from wide gaps in research-based knowledge. Investigating the Use of Sex in Media Promotion and Advertising is the important compilation that fills these knowledge gaps. In delving into this pressing issue, it not only offers timely findings that provide an indication of the nature, prevalence, and effects of sexual information when used as a promotional tool, but suggests new directions for the study of sex and media as well. This informative text is also extensively referenced and features numerous tables to clearly present research data. Chapters in Investigating the Use of Sex in Media Promotion and Advertising examine: the nature and extent of sexually appealing newscasters primarily on cable news programs commentary and camera angles of women’s sporting events in the 2004 Summer Olympic Games the efficacy of both sexual content and sexual self-schema on consumers’ attitudes toward promotional announcements, advertised programs, viewing intention, and self-reported arousal the history and content analysis of “shock jock” radio like the Howard Stern and the Bob & Tom shows the relationship among sexual content in music videos, viewer enjoyment, and actual product purchase intention Maxim magazine’s cover formula and the competitive response from other men’s lifestyle magazines the efficacy of men’s magazines’ sexual cover models on consumer outcome variables, including interest and purchase intention an international perspective of nudity in advertising in magazines versus on television a case study of the sexual appeals used in several billboard ads for the Hard Rock Hotel and Casino in Las Vegas and much more! Filled with insightful and groundbreaking information, Investigating the Use of Sex in Media Promotion and Advertising is a vital resource for advertising and media professionals as well as educators and upper-level and graduate students in media, communications, and advertising programs.
Author: Elaine L Ritch Publisher: Emerald Group Publishing ISBN: 1839095563 Category : Business & Economics Languages : en Pages : 201
Book Description
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.
Author: Athanasia Daskalopoulou
Author: Athanasia Daskalopoulou
Author: Athanasia Daskalopoulou
Author: Cele C. Otnes
Author: Tom Reichert
Author: Geoffrey Miller
Author: Susan Dobscha
Author: Grant Lukenbill
Author: Mario Keller
Author: Tom Reichert
Author: Elaine L Ritch