6-H: Marketplace Resources and Gender: a Standpoint Analysis of Status Bias, Cultural Stereotypes and the Production of Positional Inequalities

This study investigates the ways market resources support or hamper women negotiating a hyper-masculine context and the dynamic interactions between homosocality, status gender-bias in the perpetuation of cultural stereotypes and positional inequalities. Standpoint analysis shows that highly accomplished female mountain climbers experience status gender-bias in their consumption community.



Citation:

Shelagh Ferguson, Jan Brace-Govan, and Diane Martin (2017) ,"6-H: Marketplace Resources and Gender: a Standpoint Analysis of Status Bias, Cultural Stereotypes and the Production of Positional Inequalities", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1027-1027.

Authors

Shelagh Ferguson, University of Otago, New Zealand
Jan Brace-Govan, Monash University, Australia
Diane Martin, Aalto University, Finland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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