This article reflects on an apparent paradox – in light of cultural shifts in gender, as well as a growing understanding of the multiplicity of gender, internet algorithms tend to reinforce dualist, hierarchical notions of gender. Algorithms exert profound influence on how gender is experienced, processed, and recirculated in contemporary consumer culture. Thus, while consumers and researchers embrace a broadening conception of gender, the online marketplace seems to be working to reinscribe stereotypical notions of gender. This paradox raises many important issues for research on gender and marketing. [ABSTRACT FROM AUTHOR]
