Short, Average-Height, Tall, and Big Men: Body-Cathexis, Clothing and Retail Satisfactions, and Clothing Behavior

The purpose of the study was to examine the mean differences in body-cathexis, satisfactions, and dissatisfactions with the clothing and retail attributes, and clothing behavior among short, average-height, tall, and big men. Data from a national random sample of 269 male consumers were analyzed. One-way analyses of variance showed that these four groups differed on mean body-cathexis, satisfactions with clothing, and retail attributes, but not on clothing behavior. Managerial implications based on the findings are discussed.