Body Cathexis, Clothing Attitude, and Their Relations to Clothing and Shopping Behavior Among Male Consumers

This study was designed to segment male apparel consumers based on the interaction between body cathexis and clothing attitude and to investigate differences in clothing behavior, shopping behavior, and individual characteristics among the four groups identified by adapting Sirgy's self image/product-image congruity theory: (a) positive congruity, (b) positive incongruity, (c) negative congruity, and (d) negative incongruity. Data (n = 269) from a national random sample were analyzed. A series of one-wayANOVA analyses revealed that these fourgroups differed in clothing behavior (fashion innovativeness, fashion opinion leadership, sel, f confidence in clothing), shopping behavior (store patronage, shopping interest, attitude toward catalog shopping, satisfactions with ready-to-wear and product variety/stote quality), and individual characteristics (sports lifestyle activity, annual wardrobe expenditure). Based on the findings, the authors discuss theoretical as well as managerial implications.