Dream, Love and Cuteness : How Markets Fuel a Diminishing "Girl Culture"
This communication investigates the « girl culture », fuelled by the common practice of Gendered Segmentation on markets. Semantic and content analyses of two gender-segmented markets dedicated to children aged 6-8 years old (books and clothes) reveal the existence of a diminishing girl culture made of Cuteness, Dream and Love.
Eva Delacroix, Sarah Lasri, and Florence Benoit-Moreau (2021) ,"Dream, Love and Cuteness : How Markets Fuel a Diminishing "Girl Culture"", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 424-425.
Eva Delacroix, Université Paris-Dauphine - PSL
Sarah Lasri, Université Paris-Dauphine - PSL
Florence Benoit-Moreau, Université Paris-Dauphine - PSL
NA - Advances in Consumer Research Volume 49 | 2021
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