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Making himself attractive: the growing consumption of grooming products

Making himself attractive: the growing consumption of grooming products Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Making himself attractive: the growing consumption of grooming products

Marketing Intelligence & Planning , Volume 16 (5): 7 – Sep 1, 1998

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References (19)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509810229955
Publisher site
See Article on Publisher Site

Abstract

Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Sep 1, 1998

Keywords: Consumer behaviour; Image; Market segmentation; Men; Postmodernism; Toiletries

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