Abstract

BIFANI-RICHARD, Patricia  and  PINO ESPEJO, María José del. Aproximaciones a un método de análisis para aprehender la relación género-consumo en función del deseo. La ventana [online]. 2008, vol.3, n.27, pp.7-57. ISSN 1405-9436.

Through an empirical approach, this experimental study seeks to apprehend the notion of desire as related to consumption from a gender perspective. For this purpose, an instrument able to capture the subjective aspects of such desire was constructed and tested. A pre-test explored the notion of attraction elicited by a set of images in advertising which highlight the use of the so-called "marketing of sex appeal". Interesting conclusions about the feelings induced by these images in different cohorts of men and women have been obtained in a previous test. Projective techniques using the same set of images as stimuli have provided a more comprehensive approach to the desire for consumption. Of particular interest is the finding that the influence of socio-economic and cultural factors on the desire for consumption tends to blur gender differences. A future study with a larger and more heterogeneous sample will test the relevance of gender considerations at other social and cultural levels.

Keywords : gender and consumption; desire as a driving force for consumption; projective techniques.

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