Article1998

Making himself attractive: the growing consumption of grooming products

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising

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.

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References

1992Management research: An introduction 1993Consumer Culture and Postmodernism 1989Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology 1991The Body: Social Process and Cultural Theory 1982The Body in Consumer Culture 1991Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction 1995Understanding the Socialized Body: A Poststructuralist Analysis of Consumers' Self-Conceptions, Body Images, and Self-Care Practices 1989The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping

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2011Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits 2017Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers 2003The postmodern consumer: Implications of changing customer expectations for organisation development in service organisations 2019Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics

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