Women are the world's most powerful consumers, yet they are largely marketed to erroneously through misconceptions and patriarchal
views that distort the reality of women's lives, bodies, and work. This book examines the contradictions and mismatches between
women's everyday experiences and market representations. It considers how women themselves exhibit paradoxical behaviour in
both resisting and supporting conflicting messages. The volume emphasizes paradox as a form of agency and negotiation through
which women develop dialogical meanings. The contributions highlight the ways in which women transform inconsistencies and
contradictions in advertising and marketing, global consumption practices, and material consumption into positive practices
for living. The rich range of ethnographic accounts, drawn from countries including the United States, Brazil, Mexico, Denmark,
Japan, and China, provide readers with a valuable perspective on consumer behaviour.