New conceptions of gender: the vain man and the types of metrosexuals consumers

Detalhes bibliográficos
Autor(a) principal: Maximo, Aryane Ribeiro
Data de Publicação: 2017
Outros Autores: Leite, Ramon Silva
Tipo de documento: Artigo
Idioma: por
Título da fonte: Consumer Behavior Review
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/22781
Resumo: The pressure for gender equality promoted by the feminist movement of the 70s has led to new behavioral and consumption patterns of women and men, leading to the emergence the figure of the metrosexual, a man heterosexual, but very vain. In the light of the transformative research of the consumer, this "new man" aims to consume products once aimed at the woman in parallel with their sexual choice. Some Brazilian authors researched this consumer, but none of them made a distinction of consumption profile of these men according to their gender identity and metrosexual characteristics, objective of this research. Was conducted a survey to obtain 212 valid questionnaires that were treated by cluster analysis, which defined six profiles of the metrosexuals men. This analysis made it possible to understand that this consumer demonstrates his vanity at extremes, where the man who has litlle vain man has a macho vision of the masculine roles, and that the one who seeks for utopian beauty expands conceptions of gender identity.
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spelling New conceptions of gender: the vain man and the types of metrosexuals consumersNovas concepções de gênero: o homem vaidoso e os tipos de consumidores metrossexuaisgender consumptionvain mantypes of metrosexualconsumo de gênerohomem vaidosotipos de metrossexualThe pressure for gender equality promoted by the feminist movement of the 70s has led to new behavioral and consumption patterns of women and men, leading to the emergence the figure of the metrosexual, a man heterosexual, but very vain. In the light of the transformative research of the consumer, this "new man" aims to consume products once aimed at the woman in parallel with their sexual choice. Some Brazilian authors researched this consumer, but none of them made a distinction of consumption profile of these men according to their gender identity and metrosexual characteristics, objective of this research. Was conducted a survey to obtain 212 valid questionnaires that were treated by cluster analysis, which defined six profiles of the metrosexuals men. This analysis made it possible to understand that this consumer demonstrates his vanity at extremes, where the man who has litlle vain man has a macho vision of the masculine roles, and that the one who seeks for utopian beauty expands conceptions of gender identity.A pressão por igualdade de gênero impulsionada pelo movimento feminista dos anos 70 levou a novos padrões comportamentais e de consumo, de mulheres e homens, fazendo emergir o termo metrossexual, um consumidor heterossexual mas muito vaidoso. Alguns autores brasileiros pesquisaram este perfil de consumo, mas nenhum deles fez uma distinção de perfil de consumo destes homens segundo a sua identidade de gênero, objetivo desta pesquisa. Foi conduzido um survey, com a obtenção de 212 questionários válidos, que foram tratados por meio da análise de Cluster, pela qual foram definidos seis perfis de homens metrossexuais. Esta análise possibilitou entender que este consumidor demonstra sua vaidade nos extremos, onde o nada vaidoso corrobora com uma visão machista dos papeis masculinos, e aquele que busca pela beleza utópica amplia as concepções de identidade de gênero.Universidade Federal de Pernambuco2017-10-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/2278110.51359/2526-7884.2017.22781CBR - Consumer Behavior Review; Vol. 1 (2017): Special Edition - Transformative Consumer Research; 62-79CBR - Consumer Behavior Review; v. 1 (2017): Edição Especial - Pesquisa Transformativa do Consumidor; 62-792526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/22781/24634Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884info:eu-repo/semantics/openAccessMaximo, Aryane RibeiroLeite, Ramon Silva2023-05-26T02:11:59Zoai:oai.periodicos.ufpe.br:article/22781Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:11:59Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv New conceptions of gender: the vain man and the types of metrosexuals consumers
Novas concepções de gênero: o homem vaidoso e os tipos de consumidores metrossexuais
title New conceptions of gender: the vain man and the types of metrosexuals consumers
spellingShingle New conceptions of gender: the vain man and the types of metrosexuals consumers
Maximo, Aryane Ribeiro
gender consumption
vain man
types of metrosexual
consumo de gênero
homem vaidoso
tipos de metrossexual
title_short New conceptions of gender: the vain man and the types of metrosexuals consumers
title_full New conceptions of gender: the vain man and the types of metrosexuals consumers
title_fullStr New conceptions of gender: the vain man and the types of metrosexuals consumers
title_full_unstemmed New conceptions of gender: the vain man and the types of metrosexuals consumers
title_sort New conceptions of gender: the vain man and the types of metrosexuals consumers
author Maximo, Aryane Ribeiro
author_facet Maximo, Aryane Ribeiro
Leite, Ramon Silva
author_role author
author2 Leite, Ramon Silva
author2_role author
dc.contributor.author.fl_str_mv Maximo, Aryane Ribeiro
Leite, Ramon Silva
dc.subject.por.fl_str_mv gender consumption
vain man
types of metrosexual
consumo de gênero
homem vaidoso
tipos de metrossexual
topic gender consumption
vain man
types of metrosexual
consumo de gênero
homem vaidoso
tipos de metrossexual
description The pressure for gender equality promoted by the feminist movement of the 70s has led to new behavioral and consumption patterns of women and men, leading to the emergence the figure of the metrosexual, a man heterosexual, but very vain. In the light of the transformative research of the consumer, this "new man" aims to consume products once aimed at the woman in parallel with their sexual choice. Some Brazilian authors researched this consumer, but none of them made a distinction of consumption profile of these men according to their gender identity and metrosexual characteristics, objective of this research. Was conducted a survey to obtain 212 valid questionnaires that were treated by cluster analysis, which defined six profiles of the metrosexuals men. This analysis made it possible to understand that this consumer demonstrates his vanity at extremes, where the man who has litlle vain man has a macho vision of the masculine roles, and that the one who seeks for utopian beauty expands conceptions of gender identity.
publishDate 2017
dc.date.none.fl_str_mv 2017-10-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/22781
10.51359/2526-7884.2017.22781
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/22781
identifier_str_mv 10.51359/2526-7884.2017.22781
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/22781/24634
dc.rights.driver.fl_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 1 (2017): Special Edition - Transformative Consumer Research; 62-79
CBR - Consumer Behavior Review; v. 1 (2017): Edição Especial - Pesquisa Transformativa do Consumidor; 62-79
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
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