Conceptualizations of Masculinity Among a “New” Breed of Male Consumers


Men are increasingly becoming avid consumers of once taboo goods and services such as grooming products, salon services and fashion goods. This consumer, labeled by the popular press as the metrosexual, is purported to signal a departure from traditional notions of masculinity. Marketers are taking notice by increasingly creating goods to target this lucrative consumer. In the current research, eleven “metrosexuals” from Chicago and New York City were investigated through three methods, including collage constructions, in-depth interviews, and shopping trips, in order to understand their prevailing notions of masculinity. Eleven themes of masculinity emerged, five of which were identified as core components. These themes include adventure/outdoors, altruism, appearance, family / love, fun, knowledge, leadership / respect, money / success, spirituality / morality, strength, and women / sex. An enhanced understanding of these consumer’s gender identities is important, not only to develop our theoretical knowledge of this “new” type of masculinity, but also to provide marketers with the tools to effectively target this important segment.


Linda Tuncay (2006) ,"Conceptualizations of Masculinity Among a “New” Breed of Male Consumers", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 16.


Linda Tuncay, Loyola University, Chicago


GCB - Gender and Consumer Behavior Volume 8 | 2006

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