The Transformative Potential of Feminist Critique in Consumer Research

The Transformative Potential of Feminist Critique in consumer Research

Miriam Catterall, The Queen’s University of Belfast

Pauline Maclaran, De Montfort University

Lorna Stevens, University of Ulster

One might expect feminist perspectives to be at the forefront of critical engagement with consumer behavior theory, especially given the importance of gender in consumer research.  Yet critical feminist voices have been muted in recent years. This paper traces how insights from feminist theories and feminist activism have altered our understanding of gendered consumption. It then discusses how postmodern and post feminist perspectives have diluted feminism as a potentially transformative critique, leading to a critical impasse in the discipline. Finally, we suggest how feminist perspectives, notably materialist feminism, may open up new possibilities for critique and research in consumer behavior.

Citation:

Miriam Catterall, Pauline Maclaran, and Lorna Stevens (2006) ,"The Transformative Potential of Feminist Critique in Consumer Research", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 222-226.