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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.