Aproximaciones a un método de análisis para aprehender la relación género-consumo en función del deseo

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.