The abject single: exploring the gendered experience of singleness in Britain

Abstract

This paper explores the gendered experience of singleness in Britain through a theoretical and empirical understanding of the abject. Drawing on the writings of Judith Butler, we argue that singleness is culturally pathologised as an abject ‘other’, a liminal state which renders the legitimation of the single subject unintelligible. Through 14 active interviews with British singles, we demonstrate how our participants negotiate their marginal status vis-à-vis the marketplace and the broader society that continue to uphold heterosexual partnership as a normative form of intimacy. Our data uncovers persistent and powerful gender stereotypes of how singles ought to organise their lives and conform both to social, as well as market-driven pressures. We therefore highlight research gaps in the experience of singleness and critique the heteronormative framework that remains dominant, yet concealed, in gender research.     

Gendered consumer competences in households with one vs. two adults1

Consumption is gendered. Some markets can be described as female‐dominated, while others can be described as male‐dominated consumer areas. The departure of this article is observed gender differences in consumer competences, measured by men and women's self‐reported efforts to stay informed on different markets. Three central gender research hypotheses are applied to investigate the observed gender differences in consumer competences. Nowadays, modern consumer markets are characterized by abundance, complexity and rapid changes, making it hardly possible for any consumer to master all markets he or she operates in. Because very much of the consumption takes place within the households, it should be convenient to live in a household with two adult persons who can share responsibilities and stay informed on the different segments of the markets. However, many households consist of only one adult person. Our main concern has been to investigate whether the observed gender differences in consumer competences could be explained by the specializing hypothesis, i.e. that the gendered pattern relies on a gendered division of consumer competences within couple households; in other words, that gender differences in consumer competences among single‐person households should be absent, or significantly lower, than among couple households. In case we would not find support for the specializing hypothesis, two other probable explanations are also put forward: the traditional gender difference hypothesis and the selection hypothesis. These three hypotheses are tested in a data material based on 2000 telephone interviews from the SIFO survey, collected in 2007.     

On the marketing implications of place narratives

Abstract

Acknowledging that ‘locals’ are recognised as an important (yet neglected) dimension of place marketing and following critiques of places as ‘products’, the purpose of this paper is to give voice to ‘local people’. Drawing on local narratives of Santorini, Greece, we call attention to places as culturally significant and discursively produced and consumed. Local narratives provide multiple meanings constructed around the diverse and contested experiences of living and making a living in a place. Our analysis employs the metaphors of ‘harsh beauty’, ‘service business’ and ‘home’ to capture these perspectives. The paper has implications for the development of generative metaphors of ‘place’ and ‘local’ within place marketing and contributes to the dialogue over the continued relevance of our discipline to the public sphere.     

The antecedent role of customer-to-employee relationships in the development of customer-to-firm relationships

In this study, a customer-to-employee (C–E) relationship construct is employed to test the antecedent role of C–E relationships in the development of customer-to-firm relationships. The authors propose a conceptual model of the relationships that are hypothesized to exist among the constructs of ‘rapport’, ‘relational benefits’, ‘affective commitment’, and ‘dedicational behaviours’ of customers with respect to full-service restaurants. This study demonstrates that rapport has a positive influence on customers' perceptions of relational benefits and that rapport and enhanced perceptions of relational benefits induce customers to develop affective commitment and form intentions to engage in dedicational behaviours towards restaurants.     

“Oh! Teleworking!” Regimes of engagement and the lived experience of female Spanish teleworkers

This research explores female teleworkers' domestic and work experiences in their day‐to‐day lives. We draw on focus groups and interviews carried out in Spain and use the pragmatic regimes of engagement framework developed by Luc Boltanski and Laurent Thévenot to analyse them. Their model further develops contributions from post‐humanist discourse (specially from G. Deleuze, F. Guattari and A. Badiou) and from the so‐called “empirical ethics”. This allows us to explore important issues about the temporal‐spatial and material worlds that shape the daily lives of these women, their perceived agential capacities, and their moral and ethical considerations regarding telework. Our paper contributes to the existing critically oriented (qualitative, interpretative) body of work that examines teleworkers’ lived experience by providing and illustrating important clues for examining ethical issues on work–life balance and gender roles.     

Not worth the risk? Applying life history theory to understand rejection of the experiential recommendation

ABSTRACT

Despite mounting support documenting the long-term benefits of consuming experiences versus material possessions, some consumers appear to reject the ‘experiential recommendation.’ Applying a life history theory perspective, we conducted seven studies to examine how unpredictability and harshness during childhood may translate into a decreased propensity to consume novel experiences in adulthood. Adults who experienced unpredictable and harsh childhood environments tended to devalue experiential options (studies 1A and 1B). A perceived lack of control over one’s life outcomes that translates into greater difficulty in evaluating experiential opportunities mediated the relationship between childhood background and devaluing experiential options (studies 3, 4A–C). Furthermore, prior or incidental experience with novel experiential options moderated the link between perceived lack of control over life outcomes and difficulty evaluating experiential purchase options (study 4B).     

Gendered market subjectivity: autonomy,privilege, and emotional subjectivity in normalizing post-socialist neoliberal ideology

ABSTRACT

Most prior studies of marketplace ideology foreground consumer agency as identity co-creation or opposition to ideology. In this research, I consider how the logics of the dwindling state and global neoliberalism discursively form consent in post-socialist Zagreb, Croatia. I use recollections and small group discussions to compare women’s class and generationally based experiences of the daily family meal and work, during Yugoslav exceptionalism and privatization. Changing social relations normalize the gendered subjectivity of neoliberalism in post-socialist Zagreb, characterized by autonomy, the privilege of the younger generation, and the emotional subjectivity of anxiety and loss. Linking consumer experiences to the changing role of the state and market ideologies contributes to scholarship on globalization, gender, the socio-historic patterning of consumption, and marketplace ideology, by demonstrating that changes in ideology and state disrupt and replicate privilege to create new, gendered market subjectivities and social inequalities, normalized through changing everyday social relations.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

Masculinising domesticity: an investigation of men’s domestic foodwork

Abstract

This study examines how men configure their gendered identity in relation to a traditionally feminised domain. Hegemonic masculinity is said to structure men’s dominance over women. We use the lens of hegemonic masculinity along with social fields of cultural production to understand new allocations of status capital in relation to gendered identity work. Sweden, a country permeated by an ideology of egalitarianism and having a history of high economic and symbolic incentives for the domestic field, has seemingly legitimised the domestic consumption field in the search for higher status. By exploring the transforming meanings of masculinity when men enter a traditionally feminine consumption domain in this particular cultural context, we identify how feminised masculinities are shaped into hegemonic masculinity. This in turn suggests that the currently most honoured way of being a man includes forms of masculinities that incorporate egalitarian relationships between men and women.     

From overt provider to invisible presence: discursive shifts in advertising portrayals of the father in Good Housekeeping, 1950–2010

Abstract

This article considers the link between fatherhood and masculinity and identifies some of the key discursive shifts around fatherhood based on an analysis of advertising material that appeared in Good Housekeeping magazine between 1950 and 2010. It provides a socio-historical perspective on fatherhood that reveals a discursive shift from the father as patriarchal family provider/protector to a more ambiguous and less obvious presence in the magazine advertisements. Our findings suggest that family-related advertising in women’s magazines does little to challenge the traditional models of paternal masculinity. Changes in the portrayal of fathers, when examined closely, seem to reinforce traditional gender hegemony. Yet, over time, a ‘multiplicity of possibilities’ of dominant paternal masculinities is emerging, broadening the original ‘breadwinner’ model and perhaps offering some transformative potential around how we view fathers.     

Women Managers in Hong Kong: Personal and Political Agendas

The proportion of women managers in Hong Kong has been steadily increasing in recent years. Hong Kong's ‘can-do’ spirit, education system and laws against sex discrimination probably have contributed to the increase. However, roles in the private (home) and public (work) spheres remain highly gendered. This has led to intense worak–family stress for women managers, some of whom also face sex discrimination at work, such as negative attitudes toward women, the old-boy network and sexual harassment. However, the overall level of awareness of sex roles and sex discrimination among women managers is low. Furthermore, women managers tend not to court open and direct confrontation. Instead, they tend to pursue individualistic personal coping strategies. Women managers rely on support from their extended family and hire domestic help to cope with work–family stress. Women managers also work hard to prepare themselves for a job move when they perceive or encounter sex discrimination. They tend not to make demands of their husbands, the workplace, or the government due to concepts about the private and public divide and about gender roles in these two spheres. We argue that political agendas which push for more flexible gender roles, state childcare and women- and family-friendly organizational policies are needed to bring more women into management at a faster pace.     

Peer socialisation: brand-related bullying in the school classroom

ABSTRACT

This paper details a study of brand-related bullying in a school setting, among children approximately 11–18 years of age during their schooling experience. Defined as ‘repeated oppression, psychological or physical, of a less powerful person by a more powerful one’, authors have found self-reported rates of bullying above 25%. Our goal was to assess the role of brands and branded products in violent peer socialisation through bullying. Depth interviews lasting between 45 and 90 minutes that captured the retrospective reflection of forty-one 18–20-year-old college students were conducted and data were analysed hermeneutically with iterative comparison to discover emerging themes. Our findings suggest branded products were used to maintain existing social hierarchical structures and exclude non-conforming students through both covert and overt violence. We describe the influence strategies used and address strategies for dealing with the ‘unusual’, including the adoption of an alternative aesthetic for clothing selection.     

Beyond “Pink It and Shrink It” Perceived Product Gender,Aesthetics, and Product Evaluation

Marketing research on product personality suggests that products possess gender; however, the process by which a product becomes masculine or feminine is unknown. This research identifies product aesthetics as a source of product masculinity and femininity and investigates the influence of product gender created by aesthetics on consumer behavior. Building on prior work on anthropomorphism and evolutionary psychology (EP), the authors broadly hypothesize that specific physical characteristics identified as representing masculinity and femininity—and thus considered attractive in the mate selection process—will have a similar effect on products. The first study identifies the impact of the aesthetic dimensions of form (proportion, shape, and lines), color (tones, contrast, and reflection), and material (texture, surface, and weight) on defining a product's gender. The second study shows that products that are strongly gendered, particularly those that are strong in both the masculine and feminine dimensions, result in positive affective and behavioral responses. Thus, this research identifies product aesthetics as a significant source of product gender while highlighting the theoretical contribution of EP to consumer behavior. Managerial implications for product design are then discussed, offering guidelines for creating strongly gendered products.     

The crossing of physical boundaries: de-materialization and the move towards de-collecting

ABSTRACT

The tension between materiality and liquidity in society provides a promising opportunity to elucidate how de-materialization influences the iconic transfer of meaning from a singularized physical object into alternative formats of experiential consumption. We conducted in-depth unstructured existential-phenomenological interviews with physical book de-collectors. We investigated the role of imagination in maintaining a connection to the de-materialized collection and its impact on the person–object relationship. When consumers de-materialize a collection of physical books, they confront their values related to materiality and emotional physical attachment while opening the possibility of sharing and undergoing new experiences that can transform their relationship with singularized objects and with other human beings. De-collecting represents a way in which consumers can maintain indexical connections to singularized objects’ meaning while letting the physical item go.     

Critical visual analysis of gender: reactions and reflections

Abstract

As a way to think about gender in marketing, this article reflects on recent events of the ‘Gamergate’ scandal, in which an online analyst of gender in video games was severely harassed and threatened. We focus largely of representational conventions of gender, and introduce conceptual tools such as ethics of representation and performative iteration to illuminate key concerns within marketing representation. We raise several important issues for future work on gender and marketing, and urge a move beyond a search for ‘effects’.     

Individual and contextual influences on the affective commitment of retail salespeople

Abstract

Salesperson characteristics as well as managerial approaches have been found to play an important role in the development of positive attitudes by salespersons towards an organisation. This study integrates these two research areas to investigate the personal and contextual antecedents of affective organisational commitment of retail salespeople. Fit theory and the literature on person–situation interaction provide the theoretical bases for explaining how salesperson selling skills, job liking, and empowerment individually and jointly influence affective commitment. A multilevel modelling approach is used to analyse data from 105 sales managers and 419 salespeople. Findings reveal that salespersons' affective commitment is influenced by their selling skills, degree of job liking, tenure, and empowerment. The results also indicate that the impact of selling skills on affective commitment is higher when empowerment is high. Based on the study's findings, implications for managing salespeople as well as limitations and suggestions for future research are offered.     

Beyond ‘know-what’ and ‘know-how’ to ‘know-who’: enhancing human capital with social capital in an Australian start-up accelerator

Abstract

This study investigates the enhancement of human capital with social capital in a start-up accelerator and how this integration affects the entrepreneurial learning experience. In particular, it examines the relative importance of the three components ‘know-what’, ‘know-how’ and ‘know-who’. The study involved thematic analysis of semi-structured interviews with participants in an Australian start-up accelerator that is delivered using ideas such as Design Thinking, the Business Model Canvas and Lean Start-up methodology. We find that although the programme emphasised ‘know-what’ and ‘know-how’, ‘know-who’ was most significant for participant learning. The results indicate that mentors and experts were especially helpful in shaping learning and in developing entrepreneurial networks. Moreover, our results show that the processes of ‘know-what’, ‘know-how’ and ‘know-who’ are interrelated – by knowing ‘who’, participants learnt ‘what’ and ‘how to’ through social learning. The research contributes to entrepreneurial learning theory and application particularly in the Asia Pacific context, by providing evidence that ‘know-who’ closes the learning loop for ‘know-what’ and ‘know-how’ as ‘know-who’ can actually provide entrepreneurs with the means to enhance their entrepreneurial self-efficacy.     

“Why Does all the Girls have to Buy Pink Stuff?” The Ethics and Science of the Gendered Toy Marketing Debate

The gendered marketing of children’s toys is under considerable scrutiny, as reflected by numerous consumer-led campaigns and vigorous media debates. This article seeks to assist stakeholders to better understand the ethical and scientific assumptions that underlie the two opposing positions in this debate, and assess their relative strength. There is apparent consensus in the underlying ethical foundations of the debate, with all commentators seeming to endorse the values of corporate social responsibility and gender equality. However, the debate splits over three critical points of empirical disagreement: whether gendered toy marketing influences children’s toy preferences or simply reflects boys’ and girls’ fundamentally different interests; whether the effects of gendered toy marketing are negative, neutral or beneficial; and whether a shift to gender-neutral marketing would be economically viable. We assess the three points of disagreement against the available evidence and shared ethical principles underlying the debate, and conclude that current defences of gendered toy marketing fail.     

Positioning strategies for branding services in an emerging economy

ABSTRACT

The concept paper adopts a positioning type for the purpose of branding services in a transitioning economy. The consumer-based typology is deemed appropriate and relevant as it represents consumer expectations, reflecting the paper’s key argument that consumer-based positioning strategies are appropriate for branding purposes. Consequently, the paper adopts a positioning type for illustrative purpose. The three positioning strategies adopted were—‘service reliability’, ‘social responsibility’, and ‘branding’ apply to the Ghanaian context. The ‘service reliability’ strategy has a ‘universal’ appeal and is the most prevalent in application. The ‘social responsibility’ to a large extent reflects the caring and community-based nature of the Ghanaian society, whilst the ‘branding’ strategy appears more applicable to international than local firms. The paper contributes to theoretical knowledge in its key assertion that the application of consumer-based positioning strategies for branding is appropriate and beneficial. Practically, the derived propositions will guide the manager in decision making on branding.     

Gender effects on consumers’ symbolic and hedonic preferences and actual clothing consumption in the Czech Republic

During the last decade or so consumer products have become more divided by gender than ever before. These changes in marketing practices are likely to introduce, alter or increase any existing gender differences regarding consumers’ product preferences and actual consumption. This is a very timely study examining how gender relates to consumers’ interest in clothing artefacts and their preferences for the self‐ and social‐symbolic and hedonic meanings of clothing. The influence of gender on actual purchase behaviour towards clothing is also explored. The proposed hypotheses are tested on a large‐scale sample of some 1,000+ respondents drawn in the Czech Republic. Using analysis of variance tests, gender differences were found with regard to all but one consumer behaviour phenomenon. No gender effect was found only regarding consumer preference for clothing affiliation symbolism. The study contributes to the theoretical development and empirical evidence in the field of gendered symbolic and hedonic consumption of clothing artefacts. Its findings also suggest possible actions by fashion marketers, as well as some interesting venues for future research.