ABSTRACT
Perspectives on the self span histories, disciplines, and methodological orientations, and are intimately intertwined with discourses on gender. In this chapter, we review how past scholarship has advanced the study of the self, and highlight the importance of gender discourses to conceptualizations of self. Next, we discuss three broad areas of research by contemporary scholars as they relate to gender and self: feminisms, masculinities, and intersectional perspectives. Finally, we propose research opportunities for advancing scholarship on gender and self towards transformational consumer research perspectives.
