Sex Role Conflict and Consumption Patterns At Work : a Study of Working Women in Non-Western Cultural Context
The role of working women in business life is changing noticeably in non-western cultures, which also affects their consumption patterns. This study aims to contribute to the literature by investigating if and how women alter their sex role orientation and the role of consumption in this process as a key component of identity. In-depth interviews were conducted with working women from different social and cultural backgrounds in Turkey. The preliminary findings of the study show that, in spite of the blurred boundaries between work and private life, some women still feel restricted about their consumption choices especially in male-dominant environments.
Deniz Atik and Dicle Yurdakul Sahin (2011) ,"Sex Role Conflict and Consumption Patterns At Work : a Study of Working Women in Non-Western Cultural Context", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 584.
Deniz Atik, Izmir University of Economics, Turkey
Dicle Yurdakul Sahin, Izmir University of Economics, Turkey
E - European Advances in Consumer Research Volume 9 | 2011
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