Front matter; Copyright; Contents; Contributors; Introduction to the Handbook of Research on Gender and Marketing; 1. Gendered advertising: content, effectiveness and effects -- psychological perspective; 2. Video gaming as a gendered pursuit; 3. Gender East and West: transnational gender theory and global marketing research; 4. Gender and sexed bodies: embodiment, corporeality, physical mastery and the gaze; 5. The hashtaggable body: negotiating gender performance in social media; 6. Patriarchal myths debunked: applying a dialectic of extremes to women's erotic consumption

7. Critical consumers: discourses of women, sexuality, and objectification8. The TCR perspective of gender: moving from critical theory to an activism-praxis orientation; 9. No more mister mom: masculinity and consumption; 10. Thinking through feminist theorising: poststructuralist feminism, ecofeminism and intersectionality; 11. Rethinking feminist waves; 12. Towards (and beyond) LGBTQ+ studies in marketing and consumer research; 13. Gender and intersectionality in political marketing; Index