Topic 4: Intersection of Gender and Consumption This paper will examine the relationship between gender and consumption. It will argue that the social gender roles imply certain consumption patterns: one pattern attributed to female and a different one to male gender. It will also be argued that gender- related consumer patterns influence advertising, which is a major player in stimulating further consumption. The two major works used for this analysis will be Chuck Palahniuk ’ novel ‘Fight Club’ and Malcolm Gladwell’s ‘Listening to Khakis’. As Paco Underhill notes, when it comes to shopping “women are better at it while men are loose cannons” (101). However, sopping is only one part of consumption. Consumption is one of the economic...The end:
.....st show a significant degree of self- consciousness. These differences are so strongly rooted that divergence form the expected consumption patterns can be signal of gender identity crisis. On the other hand, they are used to further promote and increase consumption. Works Cited: Clarke, David B. The Consumer Society and Post- Modern City. New York: Routledge , 2003. Feather, Frank. The Future Consumer. Toronto: Warwick Publishing, 1997. Gladwell , Malcolm. “Listening to Khakis.” The New Yorker 28 July 1997: 54 – 65. Kinsella , Sophie. Confessions of a Shopaholic . New York: Random House, 2001. Palahniuk , Chuck. Fight Club. New York: Norton, 2005. Underhill, Paco . Why we buy? The Science of Shopping. New York: Simon and Schuster, 2009.