Intersectionality: Insights For Consumer Research

Intersectionality is a paradigm that considers how multiple social systems co-determine the experience of human life. This article (1) charts a brief history of the paradigm, (2) distinguishes intersectional research from prior approaches, (3) organizes intersectionality’s ontological, axiological, epistemological, and methodological meanings, (4) delineates the anticategorical, intracategorical, and intercategorical methodological approaches to intersectional research, (5) explores intersectionality’s general utility across the social sciences, and (6) offers specific implications for important topics in three consumer research paradigms: consumer vulnerability in Transformative Consumer Research, diversity issues in Consumer Psychology, and identity interpellation in Consumer Culture Theory.


Ahir Gopaldas, Ajnesh Prasad, and David Woodard (2009) ,"Intersectionality: Insights For Consumer Research", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 789-790.


Ahir Gopaldas, York University, Canada
Ajnesh Prasad, York University, Canada
David Woodard, Ontario Ministry of the Attorney General, Canada


NA - Advances in Consumer Research Volume 36 | 2009

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