Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics

Ho, Han-Chiang; Chiu, Candy Lim; Mansumitrchai, Somkiat; Quarles, Brian J.

doi:10.1080/20932685.2019.1682026

Cited by 29 publications

(34 citation statements)

References 47 publications

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“…Finally, this research also expands the ongoing discussion between gender and consumption (Costa, 1994;Holt and Thompson, 2004;Schaap and Berkers, 2019), more specifically, on engagement in behaviours that were earlier associated with the opposite sex (Anderson and McCormack, 2018;Clarke and Braun, 2019;Ho et al, 2020;Madan et al, 2018;Petrylaite and Hart, 2019).…”

Section: Discussionmentioning

confidence: 53%

“…Notes: The significance of italic data applies to the correlations (not to the numbers in the main diagonal); a Not computed (constructs of formative nature); Ã p-value < 0.01; (ns) not significant at the 0.05 level This paper draws on Mitchell and Lodhia's (2017) Souiden and Diagne's (2009) call to extend the research to "conservative" societies, Petrylaite and Hart's (2019) call to study places with different gender roles, and Ho et al (2020) call to expand the number of product categories analysed or to understand the influence of income and age groups. Despite the increasing demand for male cosmetics, we found that among Brazilian men, traditional categories are still the focus of CC.…”

Section: Discussionmentioning

confidence: 99%

“…Within this process, first, we found that no research has performed a systematic review of the topic, which already conveys a contribution in that this paper presents a starting point for future researchers. Second, among recent publications, we could see only one point of unanimity: the paradoxical behaviour concerning male grooming (Clarke and Braun, 2019;Ho et al, 2020;Scheibling and Lafrance, 2019). This dilemma calls for further understanding.…”

Section: Systematic Reviewmentioning

confidence: 94%

“…Men are rapidly expanding their space in the cosmetics [1] market. Even though men have shown greater recognition of the need to maintain a good appearance (Chiu et al, 2019;Khan et al, 2017;Oliveira and Leão, 2011;Thota et al, 2014), research still reflects conflicting results and ambivalent meanings around male grooming (Clarke and Braun, 2019;Ho et al, 2020;Scheibling and Lafrance, 2019). Drawing on this, we aimed to understand the interplay between male cosmetics consumption (CC) and its unaudited psychological antecedents of vanity and masculinity as well as clarifying the role of specific demographic data.…”

Section: Introductionmentioning

confidence: 99%

“…Consequently, the right directed marketing efforts could be impactful, which justifies our choice of this country as our focus. Some scholars have called for research analysing the consumption of grooming products, arguing that there has been a dearth of such academic studies (Hall et al, 2013;Ho et al, 2020;Khan et al, 2017;Liu, 2019). Is it true?…”

Section: Introductionmentioning

confidence: 99%

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It’s time for men to groom up!

Sayon

Almeida

2020

JCM

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Purpose This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption. Design/methodology/approach Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men. Findings The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant. Practical implications Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective. Social implications Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms. Originality/value This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.

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