Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique

This article presents textual evidence drawn from the 1980 and 1990 volumes of the Journal of Consumer Research (JCR) to demonstrate the dominance of masculine ideology in consumer research. Through both Marxist and feminist perspectives, it argues for the recognition and inclusion of previously muted voices and invisible constituencies, especially those of groups currently excluded from achieving social and economic equality.