Online and In-Store Compulsive Buying Among Metrosexuals, and Other Male Consumers

  • Michael Lee Thomas Georgia Southern University
  • Lindsay R.L. Larson Georgia Southern University
  • Luther Trey Denton Georgia Southern University
  • Kathleen Gruben Georgia Southern University
Keywords: Compulsive Buying, Metrosexuals, Gender


This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The study shows that metrosexuals have higher levels of compulsive behavior than other males, but these differences do not seem to vary significantly by shopping environment. Finally, the study discusses both online and in-store compulsive buying by various product categories.

Author Biographies

Michael Lee Thomas, Georgia Southern University
Chair and Associate Professor of MarketingDepartment of Marketing
Lindsay R.L. Larson, Georgia Southern University
Assistant Professor of MarketingDepartment of Marketing
Luther Trey Denton, Georgia Southern University
Professor of MarketingDepartment of Marketing
Kathleen Gruben, Georgia Southern University
Associate Professor of MarketingDepartment of Marketing
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