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

Isabelle Vidali (1) , Abdelmajid Amine (1)

1 IRG - Institut de Recherche en Gestion

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.

Mots clés: gendered marketing; Mothers’ cross gender consumption; children; gender norms; gender stereotypes; resistance

Domaines: Gestion et management; Etudes sur le genre

Isabelle Vidali, Abdelmajid Amine. " But... I don't dress him with ruffles " : a qualitative research on mothers' cross-gender consumption for their son(s). French-Austrian-German (FAG) Workshop on Consumer Behaviour, Nov 2015, Bayreuth, Germany. ⟨hal-01403138⟩