Consumer Masculinity Behavior Among College Students and Its Relationship to Self Esteem and Media Significance

The purpose of the study was to investigate male college students in the southeastern United States to identify factors associated with consumer masculinity behavior. The variables of self-esteem and media significance were tested as possible predictors of consumer masculinity behavior. A total of 219 surveys were used as the sample for this study. Pearson correlation analysis tested relationships among the variables, and linear regression was used to further test the nature of the relationships identified. Results indicated that media significance and appearance-related self-esteem were significant predictors of consumer masculinity behavior. Limitations and implications are discussed.