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" But... I don't dress him with ruffles " : a qualitative research on mothers' cross-gender consumption for their son(s)

Author

Listed:
  • Isabelle Vidali

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Abdelmajid Amine

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

In a context of strong oppositions regarding gender issues in France and, for the last few years, a greater public attention to the issue of gendered marketing to children, this research aims at adding more understanding on the effects on mothers' consumption of gender norms conveyed in children's retail. Drawing from interviews conducted with mothers who self identify as " resistant to gender stereotypes " , this research tries to capture how these mothers go (or do not go) against gendered marketing for their sons.

Suggested Citation

  • Isabelle Vidali & Abdelmajid Amine, 2015. "" But... I don't dress him with ruffles " : a qualitative research on mothers' cross-gender consumption for their son(s)," Post-Print hal-01403138, HAL.
    • Handle: RePEc:hal:journl:hal-01403138
    Note: View the original document on HAL open archive server: https://hal.science/hal-01403138
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    Keywords

    gendered marketing; Mothers’ cross gender consumption; children; gender norms; gender stereotypes; resistance;
    All these keywords.

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