Stake management in men’s online cosmetics testimonials

Hall, Matthew and Gough, Brendan and Seymour-Smith, Sarah (2013) Stake management in men’s online cosmetics testimonials. Psychology and Marketing, 30 (3). pp. 227-235. ISSN 0742-6046

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Although the Internet has opened up new avenues for identity expression, many web-based sources have yet to be examined. Online testimonials as a form word-of-mouth advertising are a relatively new development. The present study examines the construction of masculinities in men's cosmetics adverting testimonials presented on the website of a leading brand. The dataset is examined using discursive psychology and membership categorization analysis methodologies. The findings indicate that when men write facial cosmetics testimonials they still justify the use of these non-typical masculine products even in the absence of others’ responses. The analysis highlights the continued difficulty men report in using typically feminized products, frequently accounting for their cosmetic use as a "corrective" measure rather than for beautification. The implications for the marketing of masculine products are discussed.

Item Type:
Journal Article
Journal or Publication Title:
Psychology and Marketing
Uncontrolled Keywords:
?? applied psychologymarketing ??
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Deposited On:
10 Nov 2014 14:08
Last Modified:
28 Nov 2023 11:20