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The clothes make the man: The relation of sociocultural factors and sexual orientation to appearance and product involvement

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  • Strubel, Jessica
  • Petrie, Trent A.

Abstract

In a sample of 730 men, using hierarchical regression, we examined the relation of appearance orientation, body satisfaction, internalization, perceived pressures to be lean and muscular, and sexual orientation to the importance men place in apparel and grooming products. Although investment in appearance was the strongest predictor for both product categories, internalization, body satisfaction, pressures about leanness and muscularity, and sexual orientation also were related, explaining 30–39% of the variance. Thus, men may use such appearance-enhancing products as a result of sociocultural factors but also to meet internalized societal ideals about attractiveness.

Suggested Citation

  • Strubel, Jessica & Petrie, Trent A., 2016. "The clothes make the man: The relation of sociocultural factors and sexual orientation to appearance and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 1-7.
    • Handle: RePEc:eee:joreco:v:33:y:2016:i:c:p:1-7
    DOI: 10.1016/j.jretconser.2016.07.015
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    References listed on IDEAS

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    1. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    2. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
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    2. Lingyun Zhai & Pengzhen Yin & Chenyang Li & Jingjing Wang & Min Yang, 2022. "Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’ Purchase Intention: The Moderating Role of Involvement," Sustainability, MDPI, vol. 14(15), pages 1-19, August.
    3. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Eisend, Martin & Hermann, Erik, 2020. "Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently?," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 678-696.
    5. Rokonuzzaman, Md & Harun, Ahasan & Al-Emran, Md & Prybutok, Victor R., 2020. "An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. Serravalle, Francesca & Vanheems, Régine & Viassone, Milena, 2023. "Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
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