%0 Journal Article %T Aproximaciones a un m¨¦todo de an¨¢lisis para aprehender la relaci¨®n g¨¦nero-consumo en funci¨®n del deseo %A Bifani-Richard %A Patricia %A Pino Espejo %A Mar¨ªa Jos¨¦ del %J La ventana. Revista de estudios de g¨¦nero %D 2008 %I Scientific Electronic Library Online %X through an empirical approach, this experimental study seeks to apprehend the notion of desire as related to consumption from a gender perspective. for this purpose, an instrument able to capture the subjective aspects of such desire was constructed and tested. a pre-test explored the notion of attraction elicited by a set of images in advertising which highlight the use of the so-called "marketing of sex appeal". interesting conclusions about the feelings induced by these images in different cohorts of men and women have been obtained in a previous test. projective techniques using the same set of images as stimuli have provided a more comprehensive approach to the desire for consumption. of particular interest is the finding that the influence of socio-economic and cultural factors on the desire for consumption tends to blur gender differences. a future study with a larger and more heterogeneous sample will test the relevance of gender considerations at other social and cultural levels. %K gender and consumption %K desire as a driving force for consumption %K projective techniques. %U http://www.scielo.org.mx/scielo.php?script=sci_abstract&pid=S1405-94362008000100003&lng=en&nrm=iso&tlng=en