Introduction -- Gender and genre in the interpretation of advertising text -- Gender identity in the Indian context : a sociocultural construction of the female consumer -- On gender differences in eating behavior as compensatory consumption -- Masculinity and the consumption of organized sports -- The measurement of social comparison of advertising models : a gender gap revealed -- Division of financial responsibility in baby boomer couples : routine tasks versus investments -- Children's apprehension and comprehension : gender influences on computer literacy and attitude structures toward personal computers -- Construction of a meaningful wedding : differences in the priorities of brides and grooms -- Gender dimensions of the alphabetic characters with implications for branding -- Gender and consumption : transcending the feminine?
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