Gendered Preferences and One-Person Households

  • Jo M. Martins
  • Farhat Yusuf
  • David A. Swanson
Part of the The Springer Series on Demographic Methods and Population Analysis book series (PSDE, volume 30)


The tenth chapter discusses a number of issues concerning gendered preferences. These include the embedded consumption characteristics of males and females arising from the roles they play in social and family contexts. This chapter also examines the rise of one-person households. To minimise the effects of embedded gender roles on consumption preferences, the chapter examines allocative and progressive preferences of male and female one-person households in two countries: United States and Australia. It reviews male and female allocations for different commodity groups in these two countries, and ownership of big-ticket items (housing and motor vehicles) in the United States. It highlights differences in the allocation for the consumption of major types of generic commodities between the two sexes and also in their progression as their income and expenditure levels rise. In view of the differential mortality between males and females in the two countries, the analysis also looks at commodity preferences over the life-cycle of males and females. It identifies generic product preferences of the two sexes during different phases of the life cycle. Finally, it identifies common traits of gendered consumer behaviour.


Consumer Behaviour Alcoholic Beverage Personal Care Household Expenditure Home Ownership 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Australian Bureau of Statistics (ABS). (2000). Australian social trends 2000. Catalogue No. 4102.0. Canberra.Google Scholar
  2. Australian Bureau of Statistics (ABS). (2008). Australian social trends 2006. Catalogue No. 4102.0. Canberra.Google Scholar
  3. Australian Bureau of Statistics (ABS). (2007). Household expenditure survey 2003–04. Canberra. Tabulations of detailed items of household expenditure for one-person households.Google Scholar
  4. Belk, R. W. (1988, September). Possessions and the extended self. Journal of Consumer Research, 15, 139–168.CrossRefGoogle Scholar
  5. Bureau of Labor Statistics (BOLS). (2003). Consumer expenditures in 2001. Washington, DC: US Department of Labor. Downloaded 2 October 2003.Google Scholar
  6. Chaney, D. (1998). The new materialism? The challenge of consumption. Work, Employment and Society, 12(3), 533–544.Google Scholar
  7. England, P., & Kilbourne, B. S. (1990, April). Feminist critiques of the separative model of self: Implications for rational choice theory. Rationality and Society, 2(2), 156–171.CrossRefGoogle Scholar
  8. Featherstone, M. (1987). Lifestyle and consumer culture. Theory, Culture & Society, 4, 55–70.CrossRefGoogle Scholar
  9. Krugman, H. E. (1965, Autumn). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, XXIX, 349–356.CrossRefGoogle Scholar
  10. Palan, K. M. (2001). Gender identity in consumer behaviour research: A literature review and research agenda. Academy of Marketing Science Review, 10, 1–28.Google Scholar
  11. Rubin, R. M., & Nieswiadomy, M. (1994, April). Expenditure patterns of retired and nonretired persons. Monthly Labor Review, 10–21.Google Scholar
  12. Swedberg, R. (1987, Spring). Economic sociology: Past and present. Current Sociology, 35(1), 1–144.CrossRefGoogle Scholar
  13. United Nations (UN). (2009). World population prospects: The 2008 revision Population database. New York: Population Division. Retrieved 26 June 2009.Google Scholar
  14. US Census Bureau (USCB). (2000). Money income in the United States 1999. Current Population Reports, P60-209. Washington, DC: US Department of Commerce.Google Scholar
  15. US Census Bureau (USCB). (2006). Statistical abstracts of the United States. Washington, DC: US Department of Commerce.Google Scholar
  16. Vigneron, F., & Johnson, L. W. (1999). Review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review (online 1999). Downloaded 3 December 2006.Google Scholar
  17. Zukin, S., & Maguire, J. S. (2004). Consumers and consumption. Annual Review of Sociology, 30, 173–197.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media B.V. 2011

Authors and Affiliations

  • Jo M. Martins
    • 1
  • Farhat Yusuf
    • 1
  • David A. Swanson
    • 2
  1. 1.Department of Marketing and ManagementMacquarie UniversitySydneyAustralia
  2. 2.Department of SociologyUniversity of California RiversideRiversideUSA

Personalised recommendations