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Article Dans Une Revue Marketing Theory Année : 2023

Where spirituality and religion meet gender and sexuality : Toward a research agenda for intersectional marketing theory

Maria Carolina Zanette
  • Fonction : Auteur
Samuelson Appau
  • Fonction : Auteur
Jack Coffin
  • Fonction : Auteur
Giana M. Eckhardt
  • Fonction : Auteur
Christian A. Eichert
  • Fonction : Auteur
Katharina C. Husemann
  • Fonction : Auteur
Richard Kedzior
  • Fonction : Auteur
Mona Moufahim
  • Fonction : Auteur
Victoria Rodner
  • Fonction : Auteur
Lorna Stevens
  • Fonction : Auteur

Résumé

"During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research."
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Dates et versions

hal-04325661 , version 1 (06-12-2023)

Identifiants

  • HAL Id : hal-04325661 , version 1

Citer

Diego Rinallo, Jannsen Santana, Maria Carolina Zanette, Samuelson Appau, Jack Coffin, et al.. Where spirituality and religion meet gender and sexuality : Toward a research agenda for intersectional marketing theory. Marketing Theory, 2023, 23 (4), 725-736 p. ⟨hal-04325661⟩

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