Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas

Petrylaite, Edita and Hart, David (2019) Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas. Journal of Marketing Management. pp. 1-28. ISSN 0267-257X (In Press)

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Official URL: https://doi.org/10.1080/0267257X.2019.1707266

Abstract

This empirical study incorporates social space and gender into consumer behaviour research to explore consumer identities and consumption practices within the UK spa marketplace. The paper contends that the relationship between gender, consumption and space is intertwined and reciprocal. Semi-structured interviews with ten men who visit spas reveal that spas influence the construction of men’s consumer identities in multiple ways through empowerment, struggle and resistance that exist in the social spa space. The proposed theoretical framework reflects the dynamics between space, men’s consumer identities and their consumption habits. The perceived, conceived and lived experiences that emerge through the data suggest that spas can transform into a gender-inclusive marketplace.

Item Type: Article
Uncontrolled Keywords: Space, spa, gender, masculinity, consumer identities, consumption norms
Subjects: N100 Business studies
N200 Management studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 06 Jan 2020 11:51
Last Modified: 06 Jan 2020 15:15
URI: http://nrl.northumbria.ac.uk/id/eprint/41827

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