Bettany et al. (2010: 16) supports this work as gender
research in marketing should shift towards ‘post-structuralist
theoretics’ that ‘illuminate not only the challenges faced by
men and women in their struggles with prevailing discourses’
but ‘expose the implications of these normative forces’ and
‘unpick and open for scrutiny, among other things, these normalizing
discourses embedded within marketing, advertising
and consumer offerings.’ Further, MacLaran et al. (2004)
supports this position requesting: ‘comparative research is also
required to look at [the] multiple consumption’ of ‘the same
product or service and assess how the gendered and gendering
effects differ across the respective social settings.’