Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory

Citation

Rinallo D, Santana J, Zanette MC, Appau S, Coffin J, Eckhardt GM, Eichert CA, Husemann KC, Kedzior R, Moufahim M, Rodner V & Stevens L (2023) Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory. Marketing Theory. https://doi.org/10.1177/14705931231154947

Abstract
During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.

Keywords
Marketing

Notes
Output Status: Forthcoming/Available Online

Journal
Marketing Theory

People

Dr Mona Moufahim

Senior Lecturer, Marketing & Retail