Male Consumers Entering the Private Sphere: an Exploratory Investigation of French Male Involvement, Practices and Interactions Around Lingerie For Men Consumption

Consumer research lacks male consumers’ conceptualization (Schroder and Zwick, 2004; Elliott and Elliott, 2005). Important changes in society among men and women and their relationships have an impact on the marketplace (Kimmel and Tissier-Desbordes, 2000). Men are more concerned with appearance. Nevertheless, this consumption is subject to taboos. In this paper, we present and discuss the findings of an exploratory investigation of French men consumption of new and highly symbolic products: lingerie for men. We describe the moments of life favourable to this consumption, prescriptors’ roles. Also, male interactions with women (couple) and with male peers are investigated.

Citation:

nacima ourahmoune and simon nyeck (2008) ,"Male Consumers Entering the Private Sphere: an Exploratory Investigation of French Male Involvement, Practices and Interactions Around Lingerie For Men Consumption", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 186-187.