Intersectionality remains largely underutilized within marketing. To address this gap, this paper synthesizes literature to provide tools for incorporating intersectionality into marketing research, including a framework for an intersectional marketing paradigm, a research design roadmap, a research agenda, and key takeaways for stakeholders. The definition of intersectionality focuses on three main components: 1) awareness and acknowledgment of overlapping (rather than isolated) social categories (e.g., gender, race, and class), 2) understanding of how differences in lived experiences at these intersections influence the marketplace, and 3) recognition of how power shapes these lived experiences. This article’s novel research design roadmap features concrete theoretical and methodological approaches for marketing researchers from various backgrounds to utilize intersectionality in solving marketing problems: conducting exploratory subsample analyses, developing intersectional theory and hypotheses, conducting inclusive literature reviews, collecting and reporting detailed demographics, sampling understudied populations, and carefully situating conclusions. The research agenda provides research questions for emerging topics at societal, organizational, and consumer levels. Engaging with intersectionality will help ensure that marketing remains socially relevant, develops diverse and inclusive theories, and more accurately reflects the lived experiences of understudied populations and communities.

中文翻译：

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EXPRESS：营销中的交叉性：了解未充分研究的消费者的范例


市场营销中的交叉性在很大程度上仍未得到充分利用。为了解决这一差距，本文综合文献，提供将交叉性纳入营销研究的工具，包括交叉营销范式的框架、研究设计路线图、研究议程以及利益相关者的关键要点。交叉性的定义侧重于三个主要组成部分：1）对重叠（而不是孤立）的社会类别（例如性别、种族和阶级）的认识和承认，2）了解这些交叉点的​​生活经历差异如何影响市场，以及3）认识到权力如何塑造这些生活经历。本文新颖的研究设计路线图为来自不同背景的营销研究人员提供了利用交叉性解决营销问题的具体理论和方法方法：进行探索性子样本分析，发展交叉理论和假设，进行包容性文献综述，收集和报告详细的人口统计数据，对所研究的样本进行抽样人群，并仔细地得出结论。研究议程提供了社会、组织和消费者层面的新兴主题的研究问题。参与交叉性将有助于确保营销保持社会相关性，发展多样化和包容性的理论，并更准确地反映被研究人群和社区的生活经历。