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



Citation:

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.

Authors

nacima ourahmoune, ESSEC BUSINESS SCHOOL/ IAE AIX EN PROVENCE



Volume

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



Share Proceeding

Featured papers

See More

Featured

When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Featured

D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.