Men, Bags and the City – Male’S Adoption of Non Traditional Gender Aesthetics

Ralf Weinberger, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck
This article studies male’s overt consumption of non-traditional gender aesthetics. Phenomenological interviews revealed that consumers use these items to build a unique aesthetic gender identity. Consumers apply strategies of differentiation and contrasting to safeguard their aesthetic individuality and set themselves apart from communal forms of consumption.
[ to cite ]:
Ralf Weinberger and Andrea Hemetsberger (2011) ,"Men, Bags and the City – Male’S Adoption of Non Traditional Gender Aesthetics", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.