University of Twente Student Theses
The gender-binary paradox: a study on young adults’ experiences, perceptions, and behaviour towards gender marketing
Hecker, Rabea (2021) The gender-binary paradox: a study on young adults’ experiences, perceptions, and behaviour towards gender marketing.
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| Abstract: | This study addresses the current gap in the literature about the imbalance between the perception and behaviour of young adults towards gender marketing, resulting in a gender-binary paradox, and the experiences of young adults towards the gender-binary dynamics in marketing, by investigating, and explaining these concepts. The exploratory study was conducted through semi-structured interviews, with a total of four pre-tests and 15 interviews. To analyse and interpret the data of the interviews, the methods of open, axial, and selective coding were used, resulting in a codebook. The study’s findings give evidence for the presence of the gender-binary paradox among young adults within the marketplace, even though some unexpected findings show that not all participants acted in favour of the paradox. The study provides new insights into possible reasons for the support of gender marketing, such as participants’ habits, upbringing, or the limited availability of gender-neutral products. Furthermore, the study presents ideas about changing the marketplace towards more inclusivity for genders outside the binarity. This study confirms and simultaneously extends existing research of gender marketing by giving new theoretical insights into the issue of gender marketing, introducing the gender-binary paradox and giving explanations for the behaviour and experiences of the participants. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89214 |
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