Gendered Behavior in a Male Preserve: Role Playing at ESPN Zone Chicago

John F. Sherry*, Robert V. Kozinets, Adam Duhachek, Benét DeBerry-Spence, Krittinee Nuttavuthisit, Diana Storm

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


The consumption of spectacular experience is of increasing interest to consumer researchers. Much of this consumption occurs in themed environments. These environments arouse and motivate consumers in multifaceted ways. In this article, we explore the ways in which gendered behavior is elicited and enacted in a sports bar venue. Using ethnographic methods, we examine male role behavior as it is exhibited at ESPN Zone Chicago. We enfold our interpretation of this behavior in theorizing about sport, spectacle, and mass mediation.
Original languageEnglish
JournalJournal of Consumer Psychology
Issue number1-2
Pages (from-to)151-158
Number of pages8
Publication statusPublished - 2004
Externally publishedYes

Bibliographical note

Published online: 14 February 2008

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