Appalachian Men of Action: Nascar At Bristol

Ayalla Ruvio, Temple University, USA
Russell Belk, York University, Canada
Elizabeth Hirschman, Rutgers University, USA
Two models of masculinity have been presented in consumer research:the Mountain Man (Belk and Costa)and The Breadwinner/Rebel amalgam (Holt and Thompson). Using depth interviews and ethnography, we examine boundary conditions for both these models. We find that it is necessary to take into account regional manifestations of masculinity.
[ to cite ]:
Ayalla Ruvio, Russell Belk, and Elizabeth Hirschman (2012) ,"Appalachian Men of Action: Nascar At Bristol", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 327-333.