In this introduction to the special issue on gender and macromarketing, we explore how gender research within the journal has remained “hidden in plain sight”; and, offer concrete proposals to build visibility for critical gender perspectives which explore markets, marketing and society. This introduction is divided into four sections. First, we examine existing research in the journal which has focused on gender. Next, we provide a summary of the eight articles published in this special issue. We then examine systemic gender inequalities and injustices currently evidenced within macromarketing. Finally, we proffer suggestions for future gender research directions within the journal, alongside our reflections on addressing the problematic gendered dynamics that persist within the journal and the Macromarketing Society.
AhmedSara (2010), “Killing Joy: Feminism and the History of Happiness,” Signs, 35 (3), 571–94.
2.
BakerStacey MenzelGentryJames W.RittenburgTerri L. (2005), “Building Understanding of the Domain of Consumer Vulnerability,” Journal of Macromarketing, 25(2), 128–139.
3.
BranchikBlaine J. (2002), “Out I the Market: A History of the Gay Market Segment I the United States,” Journal of Macromarketing, 22 (1), 86–97.
4.
BranchikBlaine J. (2007), “Pansies to Parents: Gay Male Images in American Print Advertising,” Journal of Macromarketing, 27 (1), 38–50.
5.
BranchikBlaine J.ChowdhuryTilottama Ghosh (2012), “Self-Oriented Masculinity: Advertisements and the Changing Culture of the Male Market,” Journal of Macromarketing, 33 (2), 160–71.
6.
ColemanCatherineFischerEileenZayerLinda Tuncay (forthcoming), “Genders, Markets, and Consumers”, Journal of the Association for Consumer Research, 6 (2).
7.
DeboldElizabeth (1990), “Learning in the First Person: A passion to know,” The Laurel-Harvard Conference on the Psychology of Women and the Development of Girls, Cleveland, OH. April.
8.
DholakiaRuby Roy (1984), “A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India,” Journal of Macromarketing, 4 (1), 53–61.
9.
DobschaSusanOstbergJacob (forthcoming), “Gender Impacts: Consumption, Markets, Marketing and Marketing Organisations,” Journal of Marketing Management.
10.
FritzscheDavid J. (1988), “An Examination of Marketing Ethics: Role of the Decision Maker: Consequences of the Decision, Management Position, and Sex of the Respondent,” Journal of Macromarketing, 8 (2), 29–39.
11.
FullertonRonald A.PunjGirish N. (2004), “Shoplifting as Moral Insanity: Historical Perspectives on Kleptomania,” Journal of Macromarketing, 24 (1), 8–16.
12.
GilliganCarolSpencerReneeWeinbergKatherine M.BertschTatiana (2003), “On the Listening Guide: A Voice-Centered Relational Method”, in Qualitative Research in Psychology, CamicP. M.RhodesJ. E.YardleyL., Eds. Washington, DC: APA.
13.
GurrieriLaurenPreviteJosephineBrace-GovanJan (2013), “Women’s Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing,” Journal of Macromarketing, 33 (2), 128–43.
14.
HaaseMichaelaBeckerIngridNillAlexanderShultzClifford J.IIGentryJames W. (2016), “Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy,” Journal of Macromarketing, 36 (2), 149–67.
15.
HardingSandra (2003), The Feminist Standpoint Theory Reader: Intellectual and Political Controversies. London: Taylor & Francis Ltd.
16.
Hesse-BiberSharlene, NagyLeavyPatricia (2006), Emergent Methods in Social Research. London: Sage.
17.
HillRonald PaulStephensDebra Lynn (1997), “Impoverished Consumers and Consumer Behavior: The Case of AFDC Mothers,” Journal of Macromarketing, 17 (2), 32–48.
18.
HillRonald PaulDhandaKanwalroop Kathy (1999), “Gender Inequity and Quality of Life: A Macromarketing Perspective,” Journal of Macromarketing, 19 (2), 140–52.
19.
hooksbell (1984), Feminist Theory: From Margin to Center, Boston, MA: South End Press.
20.
HupferMaureen (1998), “Anything in Skirts Stands a Chance: Marketing the Canadian North-West to British Women 1880-1914,” Journal of Macromarketing, 18 (1), 41–49.
21.
KellerPunam A.LehmannDonald R.MilliganKatherine J. (2009), “Effectiveness of Corporate Well-being Programs: A Meta-analysis,” Journal of Macromarketing, 29 (3), 279–302.
22.
McDonaghPierreProtheroAndrea (2018), “An Assessment of the Gender Discourse and Gender Representation in Marketing’s Journals: 1993-2016,” Presentation at 14th ACR Gender, Marketing and Consumer Behavior Conference. October 10–11, 2018, Hilton Anatole, Dallas, TX, USA.
23.
McKeageKimCrosbyElizabethRittenburgTerri (2018), “Living in a Gender-Binary World: Implications for a Revised Model of Consumer Vulnerability,” Journal of Macromarketing, 38 (1), 73–90.
24.
MinowaYukoKhomenkoOlgaBelkRussell W. (2011), Social change and Gendered Gift-Giving Rituals: A historical Analysis of Valentine’s Day in Japan,”Journal of Macromarketing, 31 (1), 44–56.
25.
MinowaYukoMaclaranPaulineStevensLorna (2019), “The Femme Fatale in Vogue: Femininity Ideologies in Fin-de-siècle America,” Journal of Macromarketing, 39 (3), 270–86.
26.
NguyenThuc-DoanBelkRussell (2012), “Vietnamese Weddings: From Marx to Market,” Journal of Macromarketing, 32 (1), 109–20.
27.
NillAlexanderShultzClifford J.II (2010), “Family Policy in Germany: Is the Romanticized Idealization of the Male Breadwinner Losing its Relevance?” Journal of Macromarketing, 30 (4), 375–83.
28.
OurahmouneNacimaBinningerAnne-SophieRobertIsabelle (2014), “Brand Narratives, Sustainability, and Gender: A Socio-Semiotic Approach,” Journal of Macromarketing, 34 (3), 313–31.
29.
PenzElfriedeKirchlerErich (2012), “Sex-Role Specialization in a Transforming Market: Empirical Evidence from Vietnamese Middle-Class Households,” Journal of Macromarketing, 32 (1), 61–73.
30.
PetersonMark (2020), “Rock On, Macromarketing!”, Journal of Macromarketing, 40 (1), 5–7.
31.
ProtheroAndreaTadajewskiMark (forthcoming), “#metoo and Beyond: Inequality and Injustice in Marketing Practice and Academia,” Journal of Marketing Management.
32.
ProtheroAndreaMcDonaghPierre (2018), “Death by a Million Cuts’: Gender (In)equality in the Marketing Academy,” Presentation at 14th ACR Gender, Marketing and Consumer Behavior Conference. October 10-11, 2018, Hilton Anatole, Dallas, TX, USA.
33.
ShapiroStanley J.TadajewskiMarkShultzClifford J. (eds) (2009), Macromarketing, A Global Focus: Marketing Systems, Societal Development, Equity & Poverty. Los Angeles, CA: Sage.
34.
LaurelSteinfieldHoltDiane (2020), “Structures, Systems and Differences that Matter: Casting an Ecological-Intersectionality Perspective on Female Subsistence Farmers’ Experiences of the Climate Crisis,” Journal of Macromarketing, 40 (4), 563–82.
35.
SternBarbaraRussellCristel AntoniaRussellDale W. (2005), “Vulnerable Women on Screen and at Home: Soap Opera Consumption,” Journal of Macromarketing, 25 (2), 222–25.
36.
Voice Group (2010), “Motherhood, Marketization, and Consumer Vulnerability,” Journal of Macromarketing, 30 (4), 384–97.
37.
WalshMargaret (2011), Gender and Automobility: Selling Cars to American Women after the Second World War,”Journal of Macromarketing, 31 (1), 57–72.
38.
WangChunchaoZhouXianboZhangChenglei (2015), “The impact of social capital on wages of rural migrants and its gender difference in China,” Journal of Macromarketing, 35 (2), 202–17.
39.
WitkowskiTerrance H. (1999), “Marketing History: The Early Development of Purchasing Roles in the American Household, 1750 to 1840,” Journal of Macromarketing, 19 (2), 104–14.
40.
YazdanparastAtefehNaderiImanSpearsNancyFabrizeRobert O. (2018), “Advertising and Pseudo-Culture: An Analysis of the Changing Portrayal of Women in Print Advertisements,” Journal of Macromarketing, 38 (2), 185–205.
