A Dilemma With Height: a Critical Review of Body Image and Clothing Choice For Men of Shorter Stature

Previous research (Andrew, 2005; Markee et al., 1990; Rudd & Lennon, 2000) has shown that many women are concerned about how they are perceived through the medium of dress and adornment by the public in general and significant others in particular. Tunaley et al. (1999: 743) points out that female sexual attractiveness is often perceived and judged by a culturally constructed ideal of beauty. With such perspective, it is important to understand the complex relationship between body image and clothing practice in different socio-cultural contexts. However, the majority of existing literature on body image (e.g., Borland and Akram, 2007; Davis, 1985; Howarton and Lee, 2010; Rahman, 2015) is primarily or exclusively focused on women. This could be due to the fact that men are perceived to be relatively less interested in clothing, and thus, less involved in shopping activities. Nevertheless, some studies (McCaulay et al., 1988; Mishkind et al., 1986) have found that male consumers are increasingly becoming more involved in their appearance and body physique. For example, they have expressed dissatisfactions and frustrations with parts of their bodies such as their biceps, shoulders, and chest (Cash et al., 1986; Furnham and Greaves, 1994). Furthermore, a number of studies (Bergeron and Tylka 2007; Martins et al. 2008; Tylka et al., 2005) report that muscularity and body fat indeed play a significant role in how men’s body images are judged in the United States and Australia. In order to conform to the muscular ideal, men often adopt various appearance-management strategies such as intensive exercise and weight training, cosmetic surgery, dietary regimes and daily grooming (Frith and Gleeson, 2004). All in order to change their present body image.



Citation:

Osmud Rahman and Henry Navarro Delgado (2017) ,"A Dilemma With Height: a Critical Review of Body Image and Clothing Choice For Men of Shorter Stature ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 22-23.

Authors

Osmud Rahman, Ryerson University, Canada
Henry Navarro Delgado, Ryerson University, Canada



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”

Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Featured

O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance

Xiaoyin YE, Xiamen University
Jun YE, Xiamen University

Read More

Featured

O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

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.