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INTEREST CATEGORY: MARKETING AND SOCIETY
POSTING TYPE: Revisits

Posted by: Carlos Eduardo Caldas de Souza

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EMAC 2026 Special Session: Gender Norms in the Marketplace

Dear colleagues,

We would like to invite you to join us for a special session on “Gender Norms in the Marketplace” at the 2026 EMAC Conference in Bath, UK, June 2 to 5.

Gender stereotypes have not disappeared. They have migrated. They now shape how consumers relate to AI assistants, how monetization systems on digital platforms amplify harassment, how we perceive the value of money, and how political ideology frames what it means to be a man. This session brings together four papers that trace these dynamics across very different marketplace contexts, revealing how deeply gendered assumptions are woven into modern consumer life.

The session features work from researchers across Europe and North America:

• Danit Ein-Gar (Coller School of Management, Tel Aviv University), Liat Levontin (Technion, Israel Institute of Technology) and Matilde Lucheschi (University of Sussex): Industry-Gender Stereotypes Spillover to AI-Service Agents
• Malaurie Fauré (University of Lille), Andrea Weihrauch (University of Amsterdam) and Sandra Laporte (Toulouse School of Management, University Toulouse Capitole): When Money Talks: How Monetization Fuels Sexist Behavior on Livestreaming Platforms
• Aybike Mutluoglu (SUNY Plattsburgh) and Laurence Ashworth (Queen’s University): Masculine Money: How Gendered Associations Alter Money’s Perceived Value
• Carlos Eduardo Caldas, Nathan Warren and Luk Warlop (BI Norwegian Business School): Gender Through Zero-Sum Lens: How Political Orientation Shapes Masculine Ideals

If your work touches on gender, consumer psychology, digital platforms, or political ideology, we think you will find much to engage with and we hope to see you there.