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    'Banter was had': dynamics of group consumption and masculine gender strategies

    Hein, Wendy (2008) 'Banter was had': dynamics of group consumption and masculine gender strategies. In: 9th ACR Gender, Marketing and Consumer Behavior Conference, 2008, Boston, USA. (Unpublished)

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    Abstract

    Event synopsis: Gender and feminist theory has a long and rich intellectual history in such disciplines as sociology, cultural, media, and women’s studies, anthropology, ethics, law, and economics. While research in marketing and consumer research has applied gender and feminist theory both conceptually and methodologically, it has not had the broad-scale impact on the field as seen in other disciplines. In its 9th incarnation, this conference will serve as a refocusing and catalyst of the importance of gender and feminism in the academic discourse in marketing and consumer behavior. The call for papers thus reflects the theme by challenging submitters to move beyond research that focuses on basic differences between men and women to look more deeply into the rich tapestry that gender weaves upon consumers’ experiences.

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