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Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique

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  • Hirschman, Elizabeth C

Abstract

This article presents textual evidence drawn from the 1980 and 1990 volumes of the Journal of Consumer Research (NCR) to demonstrate the dominance of masculine ideology in consumer research. Through both Marxist and feminist perspectives, it argues for the recognition and inclusion of previously muted voices and invisible constituencies, especially those of groups currently excluded from achieving social and economic equality. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Hirschman, Elizabeth C, 1993. "Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 537-555, March.
    • Handle: RePEc:oup:jconrs:v:19:y:1993:i:4:p:537-55
    DOI: 10.1086/209321
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    Cited by:

    1. Haseeb Shabbir & Michael R. Hyman & Dianne Dean & Stephan Dahl, 2020. "‘Freedom Through Marketing’ Is Not Doublespeak," Journal of Business Ethics, Springer, vol. 164(2), pages 227-241, June.
    2. Rindfleisch, Aric, 1996. "Marketing as warfare: Reassessing a dominant metaphor," Business Horizons, Elsevier, vol. 39(5), pages 3-10.
    3. Cristina GALALAE & Alexandru VOICU, 2013. "Consumer Behaviour Research: Jacquard Weaving in the Social Sciences," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(2), pages 277-292, August.
    4. Ksenia Silchenko, 2018. "The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 27-45.
    5. Ranjitha G.P. & Anandakuttan B. Unnithan, 2018. "Self and Identity of Being an Ideal Woman: An Exploratory Qualitative Study," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 33-44, January.
    6. Pecot, Fabien & Vasilopoulou, Sofia & Cavallaro, Matteo, 2021. "How political ideology drives anti-consumption manifestations," Journal of Business Research, Elsevier, vol. 128(C), pages 61-69.
    7. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    8. Kilbourne, William & Weeks, Susan, 1997. "A socio-economic perspective on gender bias in technology," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 26(3), pages 243-260.
    9. Susan Meriläinen & Johanna Moisander & Sinikka Pesonen, 2000. "The masculine mindset of environmental management and green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 9(3), pages 151-162, May.

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