Controlling Consumption: the Illusiveness and Pervasiveness of Gender Norms in the Ugandan Marketplace

Laurel Steinfield, University of Oxford, UK
Linda Scott, University of Oxford, UK
Uganda, a traditional patriarchal society, is experiencing social dislocations as a result of women’s empowerment. Yet regardless of legislative and policy changes, gender norms still stratify the marketplace and limit the progress of women. We study how the dislocations are contained and gender stratifications reinforced through biases surrounding consumption.
[ to cite ]:
Laurel Steinfield and Linda Scott (2013) ,"Controlling Consumption: the Illusiveness and Pervasiveness of Gender Norms in the Ugandan Marketplace", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.