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The current study aimed to explore the attitude of Pakistani men towards
grooming products. Pakistan is a patriarchal society where male
chauvinism and machoism are usually considered attributes of males and
beautification and using grooming products is the women-related attribute.
In this scenario the males who intend to use grooming products usually
face criticism. The current study was conducted to explore the trends of
using grooming products in males. 370 urban men (professionals and
students from single-sex and coeducation universities) were recruited to
know their perceptions about grooming products. The age range of the
sample spanned 13 to 39 years, where a majority (n = 305) of the
participants used grooming products daily while others do not (n = 65).
Attitude towards grooming was measured by Grooming Products Scale
(ATGPS), followed by a questionnaire on Skin Care Products, and Macho
Scale. The scales were used in the English language. F statistics indicated
significant influence of groups of students and professionals, age, and
metrosexuality on the use of grooming products whereas Regression
analysis indicated that personal factors (physical attractiveness, aging &
self-image) and socio-cultural factors (lifestyle), and marital status were
the most significant predictors of men’s attitude towards grooming
products’ consumption whereas socio-economic status remained nonsignificant predictor. The study helps establish normality for the use of grooming products in males and has implications for youngsters who want
to use grooming products. Further, it reflects the change in hypermasculine attributes in educated young urban males
Komal Mansoor, Shehla A. Yasin, PhD. (2022) Attitude of Pakistani Men towards Grooming Products, Journal of Behavioural Sciences, volume-32, issue 1.
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