Intimacy-Related Male Consumption and Masculine Identity Construction: a Consumer Point of View

Our society is going through a change in men’s identity, role, status and image. Also, home-based masculine practices and intimacy-related purchase are changing. Consumer research lacks an understanding of men’s involvement in consumption practices, codes of a whole traditionally feminine culture. In this paper, we attempt to explore how a new masculine consumption – lingerie for men- that had clear divisions between men and women, may shape and reinforce men’s socially defined gender roles/identity construction. We focus on new identity landmarks, which move the social frontier between the sexes. This 21 semi-structured interviews research with French men reveals a duality based on identity


nacima ourahmoune (2009) ,"Intimacy-Related Male Consumption and Masculine Identity Construction: a Consumer Point of View", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 130-136.




AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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