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Feminist Thought
Bristor, J.M. & Fischer, E. (1993). Feminist thought: Implications for consumer research. The journal of consumer research,19(4), 518-536. Next, problematics reflective of women's interests and their experiences seemed to be, for the most part, ignored in conventional consumer research (1993).
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.…
Methodology: Catterall, Maclaran and Stevens (2005) engage in a brief overview of research on gender and consumer behavior. They then discuss how postmodern and postfeminist perspectives have weakened feminism as a critique of gendered consumption. The authors then set forth a case for why a return to "materialist feminism" (2005) would set the stage for original -- and more significant -- examinations of gendered consumption.
Key findings: Catterall, Maclaran and Stevens (2005) find that while feminist perspectives on consumer behavior played an important part in feminist perspectives on consumer behavior in the 1990s, those same critical perspectives appear to be lessening. The authors identify several topics that have been neglected when it comes to production, reproduction and consumption within consumer research. All of these areas would benefit by taking a more critical feminist approach to the topics.
Contributions: The authors note that critique from many different critical perspectives is necessary in our culture of consumption because there needs to be more challenging of basic assumptions and theories -- especially related to gender/sex -- when it comes to consumer research.
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