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Family dinner on Lunar New Year's Eve is the most important and most ritualized feast for families in China. It is the time for the entire family to reunite. Families gather together to reflect their past and talk about the future. Through the lens of consumer culture theories, this study explores how Chinese consumers construct family identity.

Based on constant comparative analysis of primary data including in-depth interviews and participant observation, and secondary data including historical archives, cultural tracing, documentary reports and essays, the authors deconstruct the consumption rituals of family dinner on Chinese Lunar New Year's Eve. The authors focus on four aspects, including participants, place, time and related activities, and analyze Chinese consumers' ritual experiences.

The authors’ findings show how young consumers construct and strengthen individual self-identity, relational identity and family identity in various ways through consumption and ritual practices during Chinese Lunar New Year celebration.

The study of family dinner on Lunar New Year's Eve helps the authors understand contemporary consumer culture in three aspects. First, it helps the authors understand the relationship between consumption and culture. Second, the study shows the changes and continuities of consumption rituals. Third, the research highlights the experience of “home” among contemporary Chinese consumers.

This paper aims at exploring the dynamics of multiple identities of women entrepreneurs (WE). The paper analyse how WE do identity work in relation to specific identity regulations in the particular French cultural context. The objective is to understand how the entrepreneurial identity process of women is built through both confrontation and synergy with other social identities.

The paper opted for a qualitative and abductive methodological design. In total, 41 French WE from diverse business activities were interviewed. The empirical material was subject to thematic analysis.

The findings reveal the ability of these WE to deal with numerous and various identities. Their daily strategies to accommodate different roles depict how their entrepreneurial activity is intertwined with their personal and social life. The paper are far away from the picture of a monolithic entrepreneur without social dimensions. Given that, the findings broaden the too simplistic vision of WE as an homogeneous whole. Within this group of French WE, the analysis reveals that forms of identity work are along a continuum from accepting conventional norms and social expectations and integrating them in self-identity, or challenging them by accommodation or transformation, or, in turn, by redefining and proposing new norms. It also brings a nuanced understanding of complexity and multidimensionality of their daily life.

Finally by studying French WE, the paper identify new practices, new interactions between social roles which could be also relevant for men. In fact, the study challenges the traditional framework on entrepreneurship, which produces an incomplete view of entrepreneurs, by omitting historical and social variables. This disembodied vision of entrepreneur could not be applied to women and probably could not be applied to contemporaneous men either.

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young, white women. Based on social identity theory and the similarity‐attraction principle, it was hypothesized that identity groups (white men, white women, non‐white men, non‐white women) would differ in patronage likelihood toward a unisex hair salon with an all‐white, female staff. Further, based on prior qualitative research of African‐American barbershops, it was proposed that non‐white men would prefer a male haircutter.

A convenience sample of 190 university students was obtained, self‐categorized into the four identity groups. Respondents reported their perceptions of a unisex hair salon presented in text and photo‐collage format. Responses were analyzed with the Kruskal‐Wallis H test, a non‐parametric analogue to one‐way ANOVA.

Compared to other groups, non‐white men reported significantly lower patronage likelihood and image congruence for the described unisex salon. Also, the non‐white male group was unique in having a strong preference for a male barber/stylist.

The non‐white male group was largely composed of a single ethnic minority and the perceptions of this group may not represent those of other minorities.

The idea that gender and ethnic identity of the servicescape affects consumer approach and avoidance behavior has not been well researched. The paper's findings suggest that if a unisex hair salon wishes to attract a non‐white male clientele, the salon should have at least one non‐white male service provider on staff.

The purpose of this paper is to replicate and extend earlier work on product gender perceptions.

The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales. Likert‐type data were analyzed using appropriate statistical measures.

Analysis of the data demonstrated that product gendering is still prevalent. In addition, males were more likely than females to purchase gender‐congruent products; that individuals with a greater desire for product‐self‐congruence used products as a form of self‐concept; that individuals reared in non‐traditional households were less focused on gender congruence; that less traditional individuals were less focused on gender congruence; and that those who sought gender congruence were more likely to seek gender cues in the marketing mix.

The product selection was based on a previous study and the sample was non‐random. Both of these decisions could be questioned.

These research results will allow one to understand whether social change during the past decade has altered product gender perceptions and to explore the degree to which consumers seek congruence between their own gender orientations and perceived product gender. This knowledge could be very important to consumer goods marketers making product design and promotional decisions.

The paper examines gender congruence in a maturing Generation Y, a generation second in size only to the Baby Boomers and one of significant market importance. It also provides the first substantive new data on this subject in over a decade.

The purpose of this study was to examine how the identity of undergraduates who use social networking sites in selected Nigerian universities influences the prediction of their sexual behaviour.

A questionnaire survey was used to collect data from 388 students from three public universities in Nigeria.

Sex and age exerted sufficient influence on the youth’s sexual behaviour, but the identity variables seemed only to increase the tendency of younger males to form intimate relationship with partners. Specifically, young males who maintain high level of social relationships have a high tendency of developing intimate relationship with partners.

This study that deployed identity variables provides wide-ranging information on how identity moderates sexual behaviour in the presence of traditional predictors of demographic characteristics and social networking.

This study demonstrates that identity has a very strong influence of the predictive power of sex and age on sexual behaviour.

This study is the first that examined sexual behaviour, identity and social networking together.

This study aims to offer insights into the embodied concerns that underpin men’s personal grooming practices through which they experience their body as the “existential ground of culture and self” and manage their everyday bodily presentation.

This study analyses 16 interviews with male consumers of age between 20 and 76. The interpretative analysis is informed by both Merleau-Ponty’s concept of the body-subject and the sociology of the body as discursively constituted.

This study proposes four bodily identity positions that link individual personal grooming practices to specific embodied concerns. These bodily identity positions underline the different ways the male body is called upon to carve out a meaningful existence.

The research findings are not intended to generalise or to be exhaustive. Rather, it is hoped that they may stimulate readers to think more deeply about the role of the body in aiding male consumers to seek maximum grip on their life-world.

The study findings provide marketers with rich narratives for brand positioning and image development beyond the traditional sexual and/or alpha male-themed marketing and advertising. They also offer preliminary insights for mental health practitioners into how the male body shapes men’s identity development and experiences of well-being.

The study identifies the different ways personal grooming can become assimilated into an individual’s system of beliefs and practices. It also offers empirical support for a definition of the body as active and acted upon, especially with respect to male grooming.

This paper explores masculinity ideologies which influence family perspectives, and therefore, instigate mental distress among Black and White men between the ages of 18–30.

Using a grounded theory approach, 30 in-depth interviews were conducted to explore the social construction of masculinity and investigate the ways in which gender ideologies influence family gender roles.

Black men’s gender ideology was influenced by racial identity and stressed a communal and collaborative identity which can be seen by the reliance on religion and maintaining family financial stability. White employed a pragmatic, individual perspective that emphasized individual behavior in a changing society. They embraced evolving discourses necessary to cope with changing family structure and refocused attention from family of origin conflict.

Though this is a qualitative study, it does provide a starting point for further research on how the family roles of Black and White men affect their mental health.

Few studies have employed a racial comparison research design to investigate mental distress associated with gender ideologies. The paper suggests that moving forward will require, as Black men suggested, adopting a critical racial sociology of gender that emphasizes processes and social structure. Analyzing manhood acts through the lens of social marginality, identity work to claim membership in the male group, and the identification of characteristics to maintain male privileges vis-à-vis women may prove to be useful. Focusing on process allows an exploration of social forces that influence masculinity, gendered household ideologies, and mental health.

The purpose of this paper is to contribute to the developing literature on entrepreneurship and identity by exploring the multidimensionality of older (50+) British women entrepreneurs’ identity. By using positionality as a lens, greater insight into the complexity of the lived multiple identities of older women entrepreneurs is explored.

A total of 12 in-depth qualitative interviews took place throughout the UK seeking to capture the various experiences of how older women engage with intersecting discourses surrounding enterprise culture and ageing whilst constructing their identities.

Overall, findings evidence the outcomes of these intersecting dimensions are largely positive and demonstrate the life enhancing benefits of these overlaps. Whilst tension was evidenced between age and how these women entrepreneurs perceive their entrepreneurial identities, as well as some constraints between identity as “mother” and “entrepreneur”, overall synergy was found between the intersection of older women entrepreneurs’ social identities and their entrepreneurial identity. It must be noted, however, that this synergy was heavily reliant on context and stage of life for these women.

This paper challenges the traditional discourse of entrepreneurship, which produces a homogenous view of entrepreneurs and omits key historical and social variables in the process of identity formation. The current paper adds to increasing calls to develop more sophisticated ways of measuring and understanding entrepreneurship and its impacts. The authors echo calls throughout the most recent literature to move away from the agency agenda and pursue lines of enquiry that examine entrepreneurship as a process in contexts that are underpinned by both agency and external factors.

The purpose of this paper is to explore the intersection of gender, sexuality and occupation and to analyse how male cabin crew utilize space in managing gender identity.

The paper draws on a project where interviews were conducted with 17 male cabin crew, all aged < 35 years, from 5 different airlines in airports in the South East of England. The crew worked in a mixture of short-haul, low-cost and long-haul global carriers.

The paper shows how men in a feminized service role negotiate masculine subjectivities within and through space and how gendered meanings attached to space can impress on and both challenge and be challenged by the performances and subjectivities of individuals within them.

The findings on which the paper is based surface the diverse challenges facing men in non-traditional roles – an area that would profit from further research in different contexts. Further, the findings have implications for work-based practices and employee relations within a paraprofessional service role.

The paper adds to the understanding of how gender and identity intersect as well as to how space, seen as both gendered and gendering, is implicated in the processes involved.