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Gendered Behavior in a Male Preserve: Role Playing at ESPN Zone Chicago
Author(s) -
Sherry John F.,
Kozinets Robert V.,
Duhachek Adam,
DeBerrySpence Benét,
Nuttavuthisit Krittinee,
Storm Diana
Publication year - 2004
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1401&2_17
Subject(s) - psychology , social psychology
The consumption of spectacular experience is of increasing interest to consumer researchers. Much of this consumption occurs in themed environments. These environments arouse and motivate consumers in multifaceted ways. In this article, we explore the ways in which gendered behavior is elicited and enacted in a sports bar venue. Using ethnographic methods, we examine male role behavior as it is exhibited at ESPN Zone Chicago . We enfold our interpretation of this behavior in theorizing about sport, spectacle, and mass mediation