Feminist Thought
Bristor, J.M. & Fischer, E. (1993). Feminist thought: Implications for consumer research. The journal of consumer research,19(4), 518-536.
Bristor and Fischer (1993) suggest that consumer research has long misrepresented women and that, because of the distortion of thoughts, it is up to feminist theorists to reorganize and critique consumer research in order to make sense of the way that it has been gendered. By attempting to reappraise and revise, a difficult task given that many perspectives that are biased are unconscious, a newfound sensitivity and fairness can be applied to consumer research theory in regards to the representation of women. The article, in shedding light on the issue, summarizes some of the major areas of feminist thought and then uses that information in order to locate biases that live deep within the major understandings of science.
Contributions: Bristol and Fischer (1993) hope that further understanding of the topic can help to reduce gender biases and assist in developing more accurate and thus more useful knowledge when it comes to consumer research.
Catterall, M., Maclaran, P.…
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