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Dream, love and cuteness : how markets fuel a diminishing « girl culture »

Delacroix, Eva; Lasri, Sarah; Benoît-Moreau, Florence (2021), Dream, love and cuteness : how markets fuel a diminishing « girl culture », in Tonya Williams Bradford, Anat Keinan, and Matthew Thomson, ACR2021, Advances in Consumer Research, Volume 49, NA - Advances in Consumer Research : Duluth, p. 424-425

Type
Communication / Conférence
External document link
https://www.acrwebsite.org/volumes/3000853/volumes/v49/NA-49
Date
2021
Conference title
52nd Annual Conference of the Association for Consumer Research (ACR)
Conference date
2021-10
Conference city
Seattle
Conference country
Etats-Unis d'Amérique
Book title
ACR2021, Advances in Consumer Research, Volume 49
Book author
Tonya Williams Bradford, Anat Keinan, and Matthew Thomson
Publisher
NA - Advances in Consumer Research
Published in
Duluth
ISBN
978-0-915552-82-5
Pages
424-425
Metadata
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Author(s)
Delacroix, Eva
Dauphine Recherches en Management [DRM]
Lasri, Sarah
Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
Abstract (EN)
This communication investigates the « girl culture », fuelled by the common practice of Gendered Segmentation on markets. Semantic and content analyses of two gender-segmented markets dedicated to children aged 6-8 years old (books and clothes) reveal the existence of a diminishing girl culture made of Cuteness, Dream and Love.