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

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.



Citation:

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.

Authors

Ralf Weinberger, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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