Masking Behavior: Examining the Influence of Social Networks on Men’S Consumption Practices

Linda Tuncay Zayer, Loyola University Chicago, USA
Using a qualitative approach, this research explores the roles that male and female others play in men’s consumption of fashion and grooming products. Findings indicate that some men mask certain consumption practices, particularly in front of male others, while they are free to explore new forms of consumption due to the influence of female others.
[ to cite ]:
Linda Tuncay Zayer (2011) ,"Masking Behavior: Examining the Influence of Social Networks on Men’S Consumption Practices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 152-153.