Gender Inequity and Quality of Life: A Macromarketing Perspective

Abstract

Consumption inequities have been explored within the consumer behavior and public policy literatures in marketing, but few investigations within these domains have examined their global dimensions. To help fill this gap, the authors investigate the gender aspects of consumer inequality worldwide using measures of quality of life at the societal level. After a brief introduction, a discussion of the theoretical foundation of our work and the measures used to examine inequities between men and women are presented. Analyses and results come next, followed by global policy recommendations and future research directions.

The Consumer Culture of Poverty: Behavioral Research Findings and Their Implications in an Ethnographic Context

“…According to Elizabeth Chin, the widespread dissemination of marketing messages within contemporary consumer societies creates the illusion of availability that does not exist for many citizens. Much recent scholarship has revealed that a variety of groups are left out of the material abundance that is available within the larger society, due, in part, to their race, gender, and/or relative poverty (e.g., Hill and Dhanda; Hill and Adrangi). This context is consistent with the perspective of Oscar Lewis, who first proposed the culture of poverty thesis ( Five Families ).…”

A Method of Assembling Cross-sectional Indicators into a Community Quality of Life

“…Notwithstanding the publicized methodology of many of these rankings, their reliability or for that matter, accuracy, have been questioned in various studies (Boller 1966;Hill and Dhanda 1999). Studies in QoL utilize a list of relevant dimensions, assign importance weights to each of them, and try to quantify each dimension and then calculate a formulaic sum to signify the areas' QoL.…”

Consumer vulnerability and the transformative potential of Internet shopping: An exploratory case study

“…Shopping "properly" may hold particular parlance for disabled women (Hill & Dhanda, 1999) whose access to the physical marketplace maybe difficult, if not impossible, without the assistance of other family members, or formalised care services. Therefore they are likely to experience a heightened sense of vulnerability (e.g.…”