This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women's studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.

C. C. Otnes, L. T. Zayer, Preface. Part 1. Feminist Theory and Discourse. C. Coleman, Construction of Consumer Vulnerability by Gender and Ethics of Empowerment. H. Jensen Schau, M. Buchanan-Oliver, The Creation of Inspired Lives: Female Fan Engagement with the Twilight Saga. Part 2. Media, Advertising and Gender.L. Stevens, P. Maclaran, The Carnal Feminine: Consuming Representations of Womanhood in a Contemporary Media Text. L. T. Zayer, C. C. Otnes, Climbing the Ladder or Chasing a Dream? Men's Responses to Idealized Portrayals of Masculinity in Advertising. M. R. Nelson, A. M. Vilela, Is the Selectivity Hypothesis Still Relevant? A Review of Gendered Persuasion and Processing of Advertising Messages. J. Lambiase, T. Reichart, M. Adkins, M. LaTour, Gender and Media Literacy: Women and Men Try on Responses to Objectification in Fashion Advertising. Part 3. Gender, Culture and the Market.G. Coskuner-Balli, B. Ertimur, Viewing Gender as a Value-Creative Resource. H. Woodruffe-Burton, K. Ireland, Lived Consumer Bodies: Narcissism, Bodily Discourse and Women's Pursuit of the Body Beautiful. A. G. Close, Escalated Expectations and Expanded Gender Roles: Females' Gift-Giving Rituals and Resistance for Valentine's Day Events. Part 4. Masculine Discourses. J. Ostberg, Masculinity and Fashion. S. Chen, The Rise of ¿¿¿¿¿ (Soushokukei Danshi) Masculinity and Consumption in Contemporary Japan. N. Ourahmoune, Masculinity, Intimacy and Consumption. R. L. Harrison, J. W. Gentry, S. Commuri, A Grounded Theory of Transition to Involved Parenting: The Role of Household Production and Consumption in the Lives of Single Fathers. Part 5. New Directions. S. Dobscha, A. Prothero, (Re)Igniting Sustainable Consumption and Production Research Through Feminist Connections. A. Gopaldas, E. Fischer, Beyond Gender: Intersectionality, Culture and Consumer Bahavior. J. A. Costa, G. J. Bamossy, Gender Research as the Ingénue of Marketing and Consumer Behavior.