Special Session: Beyond Gender Generalizations: Re-Examining Gender in the Context of Collecting


The purpose of this session it to reexamine the link between gender and a particular form of consumption behavior: collecting. Our goals in so doing are first, to amplify our understanding of gender as an analytic construct and, second, to deepen our understandings of the activity of collecting. In general, we wish to go beyond existing understandings of the nature of collecting, the nature of gender, and the links between gender and collecting.

In extending our understanding of collecting, this session seeks to explore more fully how the activity is embedded in the co-constructed social lives of consumers. Much previous work on collecting has focused on understanding how collecting reflects and constructs the individual collector’s identity, particularly their gender identity. The papers here incorporate a concern with gender identity construction, but go beyond a focus on the individual male or female collector to consider the broader set of social relationships and/or the social context and how these shape collecting behaviors.

In extending our understanding of gender as an analytic construct, this session aims to challenge the tacit “bio-reductionism” that prevails in certain work that considers connections between gender and consumption behavior. Bioreductionism refers to the tendency toward reified accounts of masculine/feminine differences that tacitly or overtly aligns these differences with biological maleness versus femaleness (cf. Lancaster 2003). In stressing gender differences, this work tends to overlook within-gender variability and between-gender comparability. It tends also to render gender differences as relatively immutable.


Pauline Maclaran, Cele Otnes, Eileen Fischer, and Karin M Ekstrom|Nia Hughes|Margaret K Hogg (2006) ,"Special Session: Beyond Gender Generalizations: Re-Examining Gender in the Context of Collecting", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 9.


Pauline Maclaran, De Montfort University
Cele Otnes, University of Illinois at Champaign Urban
Eileen Fischer, Schulich School of Business, York University
Karin M Ekstrom|Nia Hughes|Margaret K Hogg, School of Economics and Commercial Law, Göteborg University|Keele University|Manchester School of Management, UMIST


GCB - Gender and Consumer Behavior Volume 8 | 2006

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