6-J: Vulnerable Or Agentic? Medicalized Consumption and Its Impact on Consumer Identity

Richard Kedzior, Bucknell University, USA
Over the last few decades, the notions of masculinity have undergone significant changes. Traditional masculinity, which is associated with the pursuit of agentic goals, physical strength, domination and resourcefulness, had to be renegotiated to accommodate new emerging male identities. This paper investigates the impact of medicalization on consumer notions of masculinity.
[ to cite ]:
Richard Kedzior (2017) ,"6-J: Vulnerable Or Agentic? Medicalized Consumption and Its Impact on Consumer Identity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.