The inclusive complexities of feminist technologies: How “empowering” consumer products empower and disempower

Mycah L. Harrold, Anabella Donnadieu Borquez, Aimee Dinnín Huff, Michael G. Foster School of Business, University of Washington, Washington USA, Woody L. Hunt College of Business, University of Texas El Paso, El Paso, Texas USA, College of Business, Oregon State University, Oregon USA

Marketing Theory

Published online on October 24, 2025

Abstract

Marketing Theory, Ahead of Print.
Consumer empowerment and disempowerment play key roles in marketplace inclusion and exclusion, yet there is a lack of robust understanding of how they are simultaneously experienced within consumer contexts. In this paper, we examine their coexistence in ...