The Tcr Perspective Of Gender: Moving From Critical Theory To An Activism-Praxis Orientation

Handbook of Research on Gender and Marketing, edited by Susan Dobscha

Applying a transformative consumer research (TCR) perspective urges scholars to adopt a critical praxis.In this chapter we explore what a TCR approach entails and how the proposed Transformative Gender Justice Framework is well suited to help practitioners and scholars address gender-based injustices.We highlight topics in marketing and consumer behavior studies within TCR that might benefit from the addition of a gender focus, and research on gender outside of TCR that might gain from the integration of a transformational perspective.We conclude by reflecting on the activism and praxis orientations that this integration could help stimulate both outside and within academia.