Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2016

Abstract

This paper presents an exploratory study of compulsive buying behavior among males, specifically metrosexual consumers. These men represent significant purchasing power, but to date they have not been studied in both online and in-store environments. The current research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored male compulsive shopping behavior, especially how this behavior manifests itself in different shopping environments and among different subsets of male consumers. For the current research, data was gathered via an online survey of 193 males. The study discusses both online and in-store compulsive buying by various product categories. The results of this study show that metrosexuals have higher levels of compulsive behavior than other males, but these differences do not seem to vary significantly by shopping environment.

About the Authors

Michael L. Thomas received his Ph.D. from Southern Illinois University and is currently the Chair and Associate Professor of Marketing at Georgia Southern University.

Luther Trey Denton, III received his Ph.D. from the University of Georgia and is currently a Professor of Marketing at Georgia Southern University

Lindsay R. Larson received her Ph.D. from Yale University and is currently an Assistant Professor of Marketing at Georgia Southern University.

Kathleen H. Gruben received her Ph.D. from the University of North Texas and is currently an Associate Professor of Marketing at Georgia Southern University.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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