... between gender identity, cultural context and consumer behavior and contributing a new cultural dimension to materialist feminist theory. Using gender as a segmentation strategy remains widespread for three primary reasons highlighted by Darley and Smith (1995) : it is easily identifiable, the segments...

... altering the consumption mainstream, the diverse and multi-faceted behaviours related to gender elude market segment distinctions that are based on biological sex alone. Thus far, researchers have had only limited success applying the concept of gender identity and gender schema theory to inform marketing...