ABSTRACT
In this chapter, we show that consumer researchers interested in studying gender, culture, and consumer behavior may benefit from going beyond gender to consider intersectionality. Intersectionality has been diversely described as an analytical tool (Collins, 1998), buzzword (Davis, 2008), concept (Crenshaw, 1989), perspective (Shields, 2008), and even paradigm (Hancock, 2007). At base, intersectionality is the idea that each and every person is positioned in society at the intersection of multiple social axes, such as race, class, and, of course, gender. Consequently, every person is subject to advantages and disadvantages particular to his or her intersectional position.
