Purpose Video gaming, which remains culturally embedded in masculine ideals, is increasingly becoming a leisure activity for female consumers. Guided by social dominance theory, this paper examines how female gamers navigate the masculine-oriented gaming consumption context. Methodology/approach...

This volume includes a selection from the papers, poems, and photo essays presented at the inaugural Conference on Consumer Culture Theory held in August 2006 on the campus of Notre Dame University. What we had hoped might become a regular conference to be held every two years, proved to be so...

Purpose : This paper uses performance theory to explore how wine-tourism experiences are orchestrated by wine tour guides to encourage engagement of consumers. It describes how such orchestration is built on material elements such as landscapes, architecture, vineyards, production facilities,...