Paper Summary:

This paper explains that consumer behavior not only involves the specific actions taken by individuals when buying and using products and services, but all the social and psychological factors that affect these actions. These factors are discussed in the paper.

From the Paper:

"For instance, for centuries, women have been lampooned as perfect shoppers, committed to maintaining the household, and exploited as objects of advertising. Lately, however, there has been new research into modern consumption practices, gender roles, and the sexual division of labor in the United States. Drawing on social, economic, and art history as well as cultural studies, gender roles in today's consumer behavior studies consider commodities from groceries, cosmetics, appliances and clothing to social-welfare handouts, movies, and pornography. In fact, vital social and cultural issues are at stake in the progress of research.'

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