Men as Marketing Targets

From the Paper:

"The purpose of this research is to examine the marketing character and status of the male as the "new" consumer. The plan of the research will be to set forth the scope and limit of the so-called neo-male as an important segment of the buying public, and then to discuss the details of market, society, and culture that have contributed to the shifts in perception of the male as contemporary buyer of consumer goods.

The term neo-male has, as at early 1991, reached common usage in the popular literary culture. This is the name given to the prototypical adult male buyer of consumer goods who also has been assigned certain sociopsychological and sociocultural characteristics that differentiate him from the male typical of earlier periods. ... discusses this in terms of popular-culture male role models of postwar decades, particularly male"

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