Gender Identity Politics and Consumption: Mobilizing Scottish Masculinities Through Relational Consumption Practices

Wendy Hein, University of London, UK
Invigorated by recent debates about nationalism in consumer research, this paper presents findings from an ethnographic study that explored young Scottish male consumers. Depicting participants’ mobilizations and manifestations of national identifications through gendered consumption, it seeks to contribute to an understanding of how gender relations interact with identity politics.
[ to cite ]:
Wendy Hein (2012) ,"Gender Identity Politics and Consumption: Mobilizing Scottish Masculinities Through Relational Consumption Practices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep GĂĽrhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.