Metrosexual Identification: Gender Identity And Beauty-Related Behaviors

Lertwannawit, Aurathai; Gulid, Nak

doi:10.19030/iber.v9i11.34

Cited by 8 publications

(8 citation statements)

References 18 publications

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“…Second, exposure to media advertising that wearing fashionable clothing symbolizes personal power and social prestige for males. Third, societal acceptance of "feminine" practices, such as shopping and personal grooming has caused the younger generation to focus on personal appearance (Apeagyei, 2011;Bakewell et al, 2006;Lertwannawit and Gulid, 2010).…”

Section: Discussionmentioning

confidence: 99%

“…The choice of clothing is a means to communicate the consumer's social self with others. The consumer's fashion style not only expresses his or her individuality; it also indicates the person's willingness to comply with social norms and cultural practices (Apeagyei, 2011;Lertwannawit and Gulid, 2010;Suelin, 2010). Assuming that the consumer's fixation on body perfection and/or personal success might precede logical reasoning in apparel consumption-related situations, the vanity construct is an applicable theoretical framework to guide the approach of this study.…”

Section: The Vanity Constructmentioning

confidence: 99%

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Contribution of vanity to consumer apparel advertising perception

Wong

Malone

2016

Journal of Fashion Marketing and Management

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Purpose – A recent marketing trend is sending short message service (SMS) apparel advertisements to capture young adult consumers’ attention. These targeted consumers are reluctant to view SMS advertisements due to perceived irrelevant advertising content. The purpose of this paper is to investigate the relationship between consumer vanity trait and perceived SMS apparel advertising values for 291 college-aged Generation Y consumers (aged between 18 and 24) from the USA. Design/methodology/approach – The study opted for a quantitative, correlational design to investigate the relationships among vanity traits and perceived SMS apparel advertising values. An internet-based survey collected vanity trait attributes, perceived SMS apparel advertising values, and demographics from the participant. Correlation and multiple regression analyses tested the degree of association and measured the strength of predictive relationships among the said variables. Findings – Empirical findings of this study reveal a positive, predictive relationship between vanity traits and perceived SMS apparel advertising values. Symbols of success is the most dominant vanity trait for males and ethnic minorities. Research limitations/implications – Excluded from the present study was investigating the relationship between personality and consumer vanity trait. Personality evolves with the individual’s worldview and lived experience. It would be interesting to explore achievement-vanity through the consumers’ life story. Practical implications – Consumer adoption and abandonment of the latest fashion trends can occur quickly. The timing of an SMS apparel advertising campaign and advertising content relevancy are critical to initiate the targeted consumers’ interest. Originality/value – This paper sheds some lights on the contribution of psychological predispositions to apparel consumption-related situations for consumers.

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Section: Discussionmentioning

confidence: 99%

Section: The Vanity Constructmentioning

confidence: 99%

Contribution of vanity to consumer apparel advertising perception

Wong

Malone

2016

Journal of Fashion Marketing and Management

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“…Evidence for this, such as men using descriptions such as "caring" (74 per cent), "wanting to grow old with a woman I love" (35 per cent) and think "there's nothing wrong with a man getting a facial or manicure" (49 per cent) (Bonar, 2003), suggests some men have embraced customs and attitudes once deemed the province of women. The result is that behaviours, such as going to beauty salons, using make-up and moisturising, have now been accepted and practiced by men leading to higher degrees of androgyny (Basow and Braman, 1998;Eshun, 2005) which have led some researchers to suggests that being more feminine is associated with metrosexuality (Lertwannawit and Gulid, 2010). Thus it is hypothesised that: H3.…”

Section: Masculinity and Femininitymentioning

confidence: 99%

“…The metrosexual is "less certain of his identity and much more interested in his imagethat's to say, one who is much more interested in being looked at" (Simpson, 2002). Males who are high in narcissism, prefer to look at themselves in the mirror (Robins and John, 1997), they stop gazing in admiration of female beauty and become more fixated on themselves (Finn, 2004) and have high scores for all appearance-related variables, especially self-monitoring and body self-relation (Lertwannawit and Gulid, 2010). Thus it can be proposed that:…”

mentioning

confidence: 99%

Understanding the metrosexual and spornosexual as a segment for retailers

Mitchell

Lodhia

2017

IJRDM

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Purpose With retailers selling products to and even opening stores for metrosexuals, they are now well recognised in many western countries; however, market sizing, measurement and understanding their psychology remain understudied. The purpose of this paper is to conceptualise and operationalise the metrosexual lifestyle and examine a number of its psychological correlates. Design/methodology/approach Using a survey with two samples, a scale is developed to measure metrosexuality and validated using structural equation modelling. Findings Metrosexuality was found to have three dimensions: trendiness, concern with appearance, and use of grooming practices, while its antecedents of gender-identity confusion and narcissism are mediated by masculinity and vanity. Metrosexuality is associated with lower levels of masculinity, but not with increased femininity and is slightly associated with homosexual orientation. Research limitations/implications One of the theoretical implications of the new metrosexuality scale is that it may be incorporated in the general theories of lifestyle and consumption, extended self-concept as well as aesthetic motivations of consumption. Practical implications On a practical level, a scale to measure their metrosexuality can be used to help retailers to measure and track the size for forecasting and targeting purposes as well as allowing retailers to better design environments and products for this market. Originality/value No study has previously attempted to devise a scale to measure metrosexuality nor seek to establish if there is any psychological substance behind the media hype by looking quantitatively at its psychological antecedents. This study is the first to define, measure and validate a scale for metrosexuality and contributes to an understanding of individuals who are an increasing part of society.

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“…Being socially desirable may be related to gendered beauty discourse as most participants had "good-looking" profile photos (Table 1). However, gendered beauty discourse traditionally targets females and the fact the males had more overtly posed photos shows that they too 109 have become targets of beauty discourse, and scholarly work on the inversion of the male gaze (Patterson & Elliott, 2002) and metrosexuality (Lertwannawit & Gulid, 2010) speak to this phenomenon. However, the results still leave me questioning if having a nice profile picture is about social desirability connected to "group" belonging, the mobilization of gender discourse, or a broader consumerist longing to belong inside the product frame.…”

Section: Participants' Productionmentioning

confidence: 99%