Download or read book Gender Issues and Consumer Behavior written by Janeen Arnold Costa and published by SAGE Publications, Incorporated. This book was released on 1994-08-17 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why, how and to what extent does gender influence consumer behaviour? Beginning with a general introduction to gender and consumer behaviour, this volume addresses a range of topics including: gender as a cultural construct; comparison of self to advertising models; gender socializations; and changing gender roles. Each chapter begins with a discussion of the current issues and literature in psychology, sociology, history and anthropology, then proceeds to a presentation of current research on the interaction between gender, consumer behaviour and marketing.