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This volume provides an in-depth examination of the role of sexuality in consumers' life course and in the marketing of products and services.
Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumerresearch field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body.
This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.
Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book builds on existing expertise in consumer culture scholarship, it is the first time a marketing book focuses on sexuality, adding value to the existing repertoire in gender and feminist literature. The chapters are organised into three key sections: Part 1 maps the marketing and consumerresearch field, discussing how sexuality can be studied through different lenses; Part 2 focuses on queer and feminist theorising, drawing on LGBTQIA+ theory, queer theory, and theories of intersectionality to analyse how overlapping social categories interact to influence consumer behaviour, identity, and experiences in the marketplace; and Part 3 explores the personal and social aspects of sexuality, offering a broad overview of issues of gender and sexuality, digitalisation, and the sexual body.
This text will be of direct interest to scholars and researchers within the fields of marketing, consumer research, sociology, and media studies. The aim of this book is to help scholars and students to develop a broader understanding about the interplay between sexuality, society, and the market.
"A focused consideration of phenomena related to sexuality in marketing and consumption is long overdue. This fine edited volume is an excellent step in an important direction, covering an impressive array of timely and timeless topics. They say "sex sells" and - whether that assertion is fact or fiction - this is a book we should all buy into!"
Eileen Fischer, Professor of Marketing & Tanenbuam Chair of Entrepreneurship and Family Enterprise, Schulich School of Business, York University, Canada
"This edited volume is a welcome addition to our understanding of how consumers interact with each other and engage with markets and the world. The accomplished editors have brought together an exceptional set of leading scholars who engage with the nuances of human sexuality in consumer lives and markets. This is a critical and timely topic deserving of far more attention. This volume sets the stage for deep engagement with critical questions, offering myriad avenues for research, policy and marketing action."
Linda Price, Professor and Dick and Maggie Scarlett Chair of Business Administration, University of Wyoming, USA
"Sexuality in Marketing and Consumption does much more than explore the question whether sex sells (spoiler alert: it does, sometimes). This robust collection casts off prudish shackles, opening buttons, zippers, and minds into sexuality as action, identities/orientations, realities, and representations by consumers and firms. This text is essential reading for classes and for researchers concerned with gender in academia, industry and government."
Lisa Peñaloza, Professor of Marketing, KEDGE Business School, France
Eileen Fischer, Professor of Marketing & Tanenbuam Chair of Entrepreneurship and Family Enterprise, Schulich School of Business, York University, Canada
"This edited volume is a welcome addition to our understanding of how consumers interact with each other and engage with markets and the world. The accomplished editors have brought together an exceptional set of leading scholars who engage with the nuances of human sexuality in consumer lives and markets. This is a critical and timely topic deserving of far more attention. This volume sets the stage for deep engagement with critical questions, offering myriad avenues for research, policy and marketing action."
Linda Price, Professor and Dick and Maggie Scarlett Chair of Business Administration, University of Wyoming, USA
"Sexuality in Marketing and Consumption does much more than explore the question whether sex sells (spoiler alert: it does, sometimes). This robust collection casts off prudish shackles, opening buttons, zippers, and minds into sexuality as action, identities/orientations, realities, and representations by consumers and firms. This text is essential reading for classes and for researchers concerned with gender in academia, industry and government."
Lisa Peñaloza, Professor of Marketing, KEDGE Business School, France