Marginalization, Resistance, and Stealth Shopping: Subalternity in the Gendered Marketplace

Elizabeth Crosby, University of Wisconsin - La Crosse, USA
Kim McKeage, Hamline University, USA
Terri Rittenburg, University of Wyoming, USA
Within the dominant social discourse, individuals are expected to conform to the gender norms that are associated with their biological sex. People that violate this norm experience marginalization in many aspects of their lives, including the marketplace. In this research, we explore transgender consumers’ experiences with marginalization in the market.
[ to cite ]:
Elizabeth Crosby, Kim McKeage, and Terri Rittenburg (2015) ,"Marginalization, Resistance, and Stealth Shopping: Subalternity in the Gendered Marketplace", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 254-259.