Motivational Theory of Gendered Consumption

With the worldwide decline in traditional gender norms, a new wave of consumption has emerged in which consumers engage in gender-incongruent consumption. This research shows that the gender identity perspective cannot explain gender-incongruent consumption. Instead, a motivational theory of gendered consumption is proposed that explains both gender-congruent and incongruent choices.


Niusha Jones and Blair Kidwell (2019) ,"Motivational Theory of Gendered Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 674-675.


Niusha Jones, Boise State University
Blair Kidwell, University of North Texas, USA


NA - Advances in Consumer Research Volume 47 | 2019

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