IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03643694.html
   My bibliography  Save this paper

Transgressive Consumption And Hetero-Masculinities : The Case Of Makeup For Men In France
[Consommation Transgressive Et Hétéro-Masculinités: Le Cas Du Maquillage Pour Hommes En France]

Author

Listed:
  • Alicia Lefrançois

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Through the study of its representations, uses and adoption (or rejection) process, this exploratory study aims to understand a consumption practice considered to be transgressive. More precisely, this work investigates a consumption practice that transgresses gender norms, i.e. the consumption of makeup by French hetero-masculinities. Both the topic and the field haven't been much investigated in marketing. Rooted in the Consumer Culture Theory, this study will be carried out using a multiplatforms unobtrusive observation, semi-structured interviews with heterosexual men who don't consume makeup and life narratives with heterosexual male makeup-consumers. Paillé's 1994 Grounded Theory analysis adapted from Glaser and Strauss (1967) will be used for data analysis in order to triangulate the results. This work is expected to bring theoretical, managerial and societal contributions to marketing, especially the concept of transgression applied to a consumption practice and how to use it in marketing.

Suggested Citation

  • Alicia Lefrançois & Sophie Changeur, 2021. "Transgressive Consumption And Hetero-Masculinities : The Case Of Makeup For Men In France [Consommation Transgressive Et Hétéro-Masculinités: Le Cas Du Maquillage Pour Hommes En France]," Post-Print hal-03643694, HAL.
    • Handle: RePEc:hal:journl:hal-03643694
    Note: View the original document on HAL open archive server: https://hal.science/hal-03643694
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03643694/document
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    transgression; consumption practice; hetero-masculinities; gender; consumer culture theory;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03643694. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.