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

Share Proceeding

Featured papers

See More


Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

Read More


P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More


Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

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.