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

Alicia Lefrançois () and Sophie Changeur ()
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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

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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.

Keywords: transgression; consumption practice; hetero-masculinities; gender; consumer culture theory (search for similar items in EconPapers)
Date: 2021-05-19
New Economics Papers: this item is included in nep-hme
Note: View the original document on HAL open archive server: https://hal.science/hal-03643694
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Published in 37ème Congrès International de l’Association Française du Marketing, Angers, 19-21 mai 2021, May 2021, Angers, France

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