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Article: Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda
- Article from:
- Academy of Marketing Science Review
- Article date:
- January 1, 2001
- Author:
CopyrightCopyright (c) 2001. Academy of Marketing Science. All rights reserved. Provided by ProQuest LLC. (Hide copyright information)
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[Author Affiliation]
Executive Summary
Face=+BoldGender Identity in Consumer Behavior Research: A Literature Review and Research AgendaFace=-Bold
The process of consumption has long been associated with sex and gender, thus, it comes as no surprise that consum
er researchers often examine the effects of these variables on consumer behaviors. It also comes as no surprise that much is known about sex and gender and how they impact buying and consuming activities. Yet there is one gender-related variable, gender identity, that has both intrigued and perplexed consumer behavior researchers for over four decades.
Gender identity, sometimes referred to as an individual's psychological sex, has ...