Tuncay-Zayer Linda - Gender, Culture, and Consumer Behavior

We wish to extend our thanks to those who helped make this book possible. First, we thank our contributors for their excellent work and their willingness to put up with our requests pertaining to style and content. We also thank our contributors for serving as friendly reviewers of each others work, as well as other reviewers (Mary-Agnes Parmentier and Elizabeth Crosby). We thank our research assistants, Drai Hassert and Srinivas Venugopal, for their work on the indices for this book. We are also sincerely grateful to Anne Duffy, our editor at Psychology Press , who embraced the idea for this book with enthusiasm. We also thank our project editor, Judith Simon, and marketing assistant, Jennifer Sefa-Boakye, for their help in making this book possible. Along those lines, we thank the anonymous reviewers of our original proposal for this volume and hope they find the final product enjoyable and enlightening. We also thank our colleagues within our departments and within the field of consumer behavior/consumer culture studies who have supported us with discussions of this volume, and by suggesting authors we could invite. We thank our familiesespecially our husbands, who have transcended many of the hard-and-fast tenets of American masculinity that defined their fathers generations and are true partners in our lives. We also thank our childrenCeles daughter Emily, whose head will soon be swimming with the cultural/consumption/gender opportunities that going to college will offer, and Lindas son Tristan, who, while still a toddler, has changed her life forever. Both of us would also like to extend a special thank-you to our parents, who have inspired us. Finally, we thank our graduate assistants for their help and our students who enrich our lives every day. We are also grateful to have found each other at the University of Illinois and to continue our friendship and working relationship through this project and in the years to come.

Cele C. Otnes

University of Illinois at Urbana-Champaign

Linda Tuncay Zayer

Loyola University Chicago

Mark Adkins, PhD, is a master group facilitator, program manager, and researcher who has facilitated hundreds of events for large groups of senior executives and general officers and managed multimillion dollar technology development programs. Since 1986, Dr. Adkins has been teaching, implementing, and conducting research in the fields of communication and information systems. His work in network technology has been used to develop Cyber Operations, a collaboration within the U.S. Department of Defense, and coordination of operations among all arms of the U.S. armed forces.

Gary J. Bamossy has a PhD from the University of Utah and is professor at Georgetown University. Prior to joining Georgetown, he was professor of marketing at the University of Utah. He has published widely in the field of globalization and consumer culture and is coeditor with Janeen Costa of Marketing in a Multicultural World: Ethnicity, Nationalism and Cultural Identity. He has coauthored many bestselling marketing text-books that have been translated around the globe and has published articles in the Academy of Management Journal, Journal of Consumer Psychology, Journal of Business Research , and others.

Margo Buchanan-Oliver is professor of marketing and a director of the Center of Digital Enterprise (CODE) at the University of Auckland. Her current research focuses on sociocultural perceptions of digital technologies, the politics of the body, and the semiotics of representation. She has published in leading marketing journals and is a frequent peer reviewer.

Steven Chen is assistant professor of marketing, Fullertons Mihaylo College of Business and Economics, at California State University. Before joining Cal State Fullerton, Steven received his BA in studio arts and a PhD in marketing management from the University of California-Irvine. Stemming from his background in art and design, Stevens principal research interest lies in the area of design thinking and new product development. His additional research interests include masculine consumption, Asian pop cultural flows, and stigma. Stevens research has been accepted in scholarly journals such as the Journal of Product Innovation Management and the Journal of Business Research.

Angeline G. Close is assistant professor of advertising at the University of Texas at Austin. Dr. Close obtained a PhD in business administration (marketing) from the University of Georgias Terry College of Business in 2006. Her research focuses on event marketing namely, how consumers experiences at sponsored events influence attitudes and consumer behavior. Her research explains engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect toward events/purchase intention toward sponsors, the role of sponsorevent congruity, and why consumers may resist events. Dr. Closes work has been published in the Journal of the Academy of Marketing Science, Journal of Advertising Research , and Journal of Business Research , among others.

Catherine A. Coleman is assistant professor of strategic communication in the Schieffer School of Journalism at Texas Christian University and works in the areas of advertising, marketing communications, and consumer behavior. Her research focuses on representation, vulnerability, and empowerment in advertising and marketing, particularly as these issues relate to gender and race, and on voice and engagement in consumer practices. She has a PhD from the Institute of Communications Research at the University of Illinois and is a graduate of Sewanee: The University of the South. She is a recipient of the distinguished American Association of University Women dissertation completion fellowship, and she has received the James Webb Young fund and the Verdell Frazier Award for Women, both at the University of Illinois. She has worked in marketing and advertising positions for the Health Sciences Group of the National Center for Supercomputing Applications (NCSA) at the University of Illinois, eVidient/GE Americom, and TMP Worldwide; she has experience in political polling and consulting in Washington, DC, and as a prevention specialist for sexual assault prevention.

Suraj Commuri is a member of the faculty in the School of Business at the University at Albany (State University of New York). He obtained his PhD from the University of Nebraska-Lincoln. His previous research has appeared in the Journal of Marketing, Journal of Consumer Research , and Journal of Macromarketing.

Gokcen Coskuner-Balli is assistant professor of marketing at Chapman University. Coskuner-Ballis research explores sociocultural shaping of consumermarket relationships. She is particularly interested in the ways in which these relationships are embedded in new meaning systems and social networks that are generated by marketplace dynamism in contemporary consumer culture. Her current research examines issues of masculinity and consumptionmore specifically, the changing roles of men and fathers and the mobilization of marketplace resources to construct (alternative) masculinities. Coskuner-Ballis work has been published in the Journal of Consumer Research, Journal of Consumer Culture , and Association of Consumer Research.

Janeen Arnold Costa has a PhD from Stanford University and is marketing professor emerita at the University of Utah. She has published widely in many journals in consumer behavior. She was one of the early scholars to focus on the topic of gender and consumption and founded the Gender and Consumer Culture Conference in 1991, which held its 10th meeting in 2010. She is the editor of Gender and Consumer Behavior (Sage 2004) and has published in the Journal of Consumer Research, Journal of Marketing , and Consumption, Markets and Culture , among others.