What It Means To Be A Man: Through The Eyes Of Sportsmen

Why are men generally more reluctant to try cosmetic products? According to the Journal of Consumer Research, male consumers are influenced by a strong association of female attention whilst maintaining traditional masculinity identity. We examined whether sportsmen at different professional levels within the western culture have a metaphoric link between between the use of cosmetic products, macho sports and masculinity ideology. Other research looked into identity and male grooming. The author found sportsmen who publicly groomed in changing rooms were mocked. In addition, sportsmen groomed in order to attract female attention. In contrary female viewed masculinity not by body image however by displaying certain characteristics traits. If marketers want to counteract such associations, they need to address the metaphors that shape consumer attitudes, the authors explain. For example, an advertising campaign that urges men to use face cream would be a tough sell, but by emphasizing face cream as as an essential tool for body replenishment from tough, hard labour activities and this might help cautious men make the change.

Kwabena Asiedu is a former M.Sc student at the University of Stirling with an interest in Consumer Behaviour, Cultural Studies and Masculinity Ideology.Prior to enrolling at Stirling, Kwabena worked with Africa's top financial Institutions, BancABC owned subsidiary of Atlas Mara CO-Nvest and is now currently with IIJ (Internet Initiative Japan).