The TCR perspective of gender: Moving from critical theory to an activism-praxis orientation
Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis. In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices. We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective. We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia.
Laurel Steinfield, Jon Littlefield, Wendy Hein, Catherine A. Coleman, and Linda Tuncay Zayer (2019). The TCR perspective of gender: Moving from critical theory to an activism-praxis orientation. Handbook of Research on Gender and Marketing, edited by Susan Dobscha, 1st Edition, Pages 186–210. https://doi.org/10.4337/9781788115384.00013
Catherine A. Coleman
Linda Tuncay Zayer
Handbook of Research on Gender and Marketing, edited by Susan Dobscha | 2019