Special session summary Judith Butler, gender theorist: Philosophical and phenomenological insights into marketing and consumer behavior (original) (raw)

This work examines the intersection of Judith Butler's gender theory with marketing and consumer behavior, proposing that iterative processes in marketing communications shape consumer subjectivity. By focusing on concepts such as representation and performativity, the paper critiques how marketing images perpetuate and maintain identity norms, influencing societal perceptions of gender. The analysis extends to the implications of clothing consumption in the 'Dress for Success' context, highlighting how material culture can reinforce or challenge gender roles.